Although advertising video-on-demand services are indeed growing, consumers are not entirely convinced the content is of high quality compared to subscription video-on-demand/ad-free subscription services like Netflix, Prime Video and others.
"Perception of content quality still lags," says a headline from TiVo’s fourth-quarter 2021 "Video Trends" consumer survey. "When comparing the quality of SVOD content to AVOD content, respondents are split."
The report says only 59% of respondents cited the quality of their AVOD services as 'good' or 'very good,' which according to the report is "the lowest quality ratings across all services."
Another 36% are more emphatic, saying that TV shows and movies on AVOD services are not as good as those offered by paid services.
On the flip side, just 25% of respondents say AVOD content is just as good or better. The report says nearly three-quarters of users (74%) watch AVOD services “simply because they are free.”
-- 41% of respondents said they would be willing to pay for an ad-free version of an AVOD service.
-- 56% said they would rather use AVOD streaming services than subscribe to another paid service.
-- 54% of respondents wish SVOD services offered a free, ad-supported option.
Tivo says its survey, produced by a third party, was conducted with results from 4,547 persons in the U.S. and Canada 18 years of age and older.