Commentary
34% Of U.S. Internet Users Report Watching AVOD In Past Month
- by Karlene Lukovitz @KLmarketdaily, October 15, 2021
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.
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Not suprising---but didn't they also ask how much time the AVOD viewers devoted to AVOD content? That's where one would expect real growth to take place as there is more to watch now.