December 13, 2021
AVOD is winning out over SVOD.
New data from TVision found that time spent on subscription video-on-demand platforms decreased 8.6% from the first quarter (ended March 31) to the third quarter (ended Sept. 30), while time spent on ad-supported VOD increased 9.3% in the same time period.
The report found that while households reduced the number of apps they had in early 2021, going from 7.7 apps in Q4 2020 to 7.2 in Q1 2021, that number has since begun to climb again. In Q3 2021, households had 7.5 apps installed.
This fall, almost 30% of households had 10 or more apps installed on their main connected television, according to the report. As AVODs and online TV grow their content libraries, and consumers become more accustomed to ad-supported VOD and free ad-supported streaming TV (FAST), the research firm expects the total number of apps installed continue to increase.
TVision monitored TV and connected-TV engagement across more than 5,000 U.S. homes from Jan. 1 to Sept. 30, 2021.
“Questions of whether consumers would embrace ad-supported streaming television largely dissipated as viewers now spend more time with AVOD than SVOD, and [online TV] providers also represent a growing share of streaming viewing time,” read the report.
Notably, TVision claims that Netflix’s streaming viewership time market share fell from 27% in the first half of 2020, to 22% in the first half of 2021. Netflix still dominates household penetration with nearly 67% of all homes through Sept. 30.
Indeed, after Netflix, the top 10 household streaming apps, in order, included YouTube (51% household market share), Hulu (46%), Amazon Prime Video (42%), Disney+ (36%), HBO Max (36%), The Roku Channel (21%), Peacock (20%), Paramount+ (12%) and Tubi (11%).
Despite Netflix household presence, TVision contends that AVOD and online TV are cutting into Netflix’s viewership.
“When YouTube and YouTube TV are combined, we find that Google’s ad supported properties capture greater share of time spent than Netflix,” read the report.