Reports Video

Unlocking mainstream AVOD The silver streamer catalyst

Tim Mulligan
Cover image for Unlocking mainstream AVOD
Report Synopsis Presentation Spreadsheet

Get full access to this report and assets

Already a MIDiA client? Login here to view this report.

If you are interested this report, or related reports such as AVOD Players Case Study Media Prima Berhad and Cinedigm, Q3 2020 US AVOD Consumer Deep Dive The Roku Channel, Pluto TV, Tubi TV and IMDb TV and How does AVOD unlock the mainstream consumer get in touch today to enquire about a report bundle.

The 20,000 Foot View:  Ad-supported video on demand (AVOD) has been championed as the free-to-access equivalent of subscription video on demand (SVOD). However, for AVOD to become the digital successor to free-to-view TV it needs to break out of its current niche user base. This will not be achieved with ad-averse, digitally-native younger audiences – or at least not solely. Instead, the current wave of silver streamers (age            now adopting on-demand means a new generation of ad-tolerant, lean-back consumers are now available for AVOD services to unlock. These consumers will enable AVOD services to both deliver mainstream scale and higher-value audiences to advertising partners keen to improve ROI through superior digital targeting and measurement.

Key insights

  • The age            who make up half of            TV audiences are also the            engaged with TV advertising 
  • Broad reach            than targeted engagement is increasingly            in the digital era
  • Over            year            that stream – the ‘silver            – are poised to take            mainstream 
  • Older TV            are translating their linear behaviours            streaming, with binge viewing displacing            viewing for silver streamers
  • The digital            that currently dominate AVOD audiences            ad-averse and low income
  • The empowerment            on-demand video alternatives to free-to-air            is a threat to the            ad model, yet it is            an opportunity for AVOD to            the premier model for an            world pivoting into digital-first 
  • Linear TV            and silver streamers over-index for            digital ad engagement, with the            group the least likely to            video ads 
  • The great            ad disconnect (big, high-value audiences            ignore ads) represents a major            opportunity for AVOD 

Companies and brands mentioned in this report: Amazon, HBO Max, IMDbTV, Peacock, Pluto TV, Roku, The Roku Channel, Tubi TV, WarnerMedia