Who’s Your Audience: Father’s Day
by Melissa Yap
2 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
It looks like streamers are still searching for ways to cut costs on their platform fees by increasingly opting for ad-supported content. New data from Nielson’s annual State of Play video report found that ad-supported video-on-demand (AVOD) now accounts for 25% of total streaming time. And while subscription-based video-on-demand (SVOD) still dominates, at 53% of total streaming minutes during the second half of 2021, AVODs are attracting more diverse audiences than both traditional linear TV and SVODs.
Also important to note is that some SVOD platforms also include ad-supported content. Antenna’s new “Year in Streaming” report found that ad-supported tiers accounted for 32% of total premium SVOD sign-ups last year—versus just 19% of ad-supported tier subscribers in 2020. This report took a look at the top 10 premium SVOD services, and found five of them offered ad-supported tiers (Discovery+, HBO Max, Hulu, Paramount+ and Peacock). Consumer signups for those tiers across these platforms totaled 42.2 million. Ultimately, it looks like streaming viewers and CTV platforms alike are looking towards a future that includes lower-price, ad-supported content.
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Everyone knows that CTV has changed how viewers consume content and how brands reach their audiences. But CTV’s very strengths can also cause marketers to stumble if they’re not prepared.
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