AVOD Finds Supporting Data Among Younger Demo

While the subscription VOD market continues to grow exponentially, spearheaded by streaming giants such as Netflix, HBO Max, Peacock, Amazon Prime Video, Hulu and Disney+, new data from research firm Team Whistle finds that 75% of younger consumers are spending increasingly more time with lesser-known free connected TV options, or AVOD.  

The New York-based entertainment and sports media company tracked data on Gen Z and millennial OTT/streaming preferences for the connected TV platforms such as Xumo, FuboTV, Pluto TV, Roku, IMDb TV and more.

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Biggest year-over-year gainers among 13- to 36-year-olds were Xumo (+25%), Stirr (+22%), Tubi (+19%) and Samsung TV Plus (+17%). More than 85% of survey respondents turned to streaming platforms to find content they couldn’t find on other platforms. And 81% usually watch content on streaming platforms in the background while doing other things.

Weekly Viewership of 13-39-year-olds:

Platform Nov. 2019 Nov. 2020 Pct. Point Change
Xumo 24.3% 48.9% 25%
FuboTV 28.6% 52.2% 24%
Stirr 23.7% 45.3% 22%
Tubi TV 34.8% 54.0% 19%
Samsung TV Plus 36.6% 54.0% 17%
Pluto TV 40.5% 54.3% 14%
Vudu 38.8% 50.7% 12%
Crackle 39.3% 50.4% 11%
The Roku Channel 57.6% 61.9% 4%

13-39-year-olds living in the U.S. Research conducted using Qualtrics in November 2020.

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