TiVo: Ad-Supported VOD Gaining Traction

The subscription streaming video market is getting crowded. Pioneering behemoths like Netflix, Hulu and Amazon Prime Video dominate, spending tens of billions of dollars on original content to lure and retain subscribers in the face of newcomers Apple TV+, Disney+, HBO Max, Peacock and Quibi, among others.

As a result, ad-supported VOD content is attracting greater market share, according to new data from TiVo, which found the average U.S. household had 6.9 streaming services in the fourth quarter 2019, up from five services during the same period in 2017.

At more than 73%, YouTube remains the most popular source of free streaming content, followed closely by Facebook (62.3%). Free video from network sites has skyrocketed in popularity (up 31.9% from the previous-year period), while Crackle (+2.4%), Tubi (+3.8 %), The Roku Channel (o.2%), Xumo, Vevo (+5.4%) and Twitch (+3.3%) also gained viewers.

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Indeed, 37.5% of respondents from a fourth-quarter online survey of 6,145 participants in the United States and Canada, said they were “very satisfied” with AVOD, up from 35.4% during the previous-year period. That compared to 33.1% who said they were “very satisfied” with SVOD, down from 33.5% last year.

As expected, the report found that most respondents still find new movies and TV shows to watch through SVOD services Netflix (34.7%) and Prime Video (25.2%), followed closely by free YouTube videos (23%) and pay-TV (21.2%).

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For TV series that consumers watch regularly, it’s a different story. TiVo said pay-TV dominates, with 35% of respondents indicating they find new episodes of their regularly watched series through cable or satellite TV.

Notably, respondents cited transactional VOD services such as iTunes, Amazon, Redbox On Demand, Vudu, and Google Play, among others, as go-to platforms in search of new movie content. That was ahead of platforms such as Hulu, Showtime OTT and Starz.

Another 54% of respondents say they find out about new shows or movies from commercials or ads that run within their current pay-TV or AVOD content.

“Consumers are increasingly ready and willing to adopt innovative (yet simple) technology, devices or services that can serve as guides on their quest to find what they want to watch,” read the report. “They need technology that adds value to their lives, whether by helping them efficiently locate the content they’re looking for or by leading them to the video pathways that suit their needs and desires.”

 

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