In case there was any doubt about the growth of ad-supported streaming, here’s a new stat: As of Q3 2021, more than a third (34%) of U.S. internet users reported having watched an AVOD service during the past month.
That’s up from 17% in Q3 2020.
Growth among younger consumers has been particularly significant.
In this year’s third quarter, 30% of those 18 to 24 reported having watched an AVOD in the past month — up from just 9% a year ago.
“The growth in AVOD usage partly reflects how expansive the streaming market is becoming,” confirmed Ampere analyst Minal Modha.
“The fact that younger audiences are now engaging with AVOD will be welcome news for platform owners and will make the services even more attractive to [advertising] brands,” notes Ampere analyst Minal Modha.
Modha confirms that AVOD use growth is partly due to the costs of ad-free subscription video-on-demand services, as well as the availability of more ad-supported options from major players.