Commentary
AVODs: U.S. Users Hit 17%; Audience Older, Less Wealthy Than SVODs'
- by Karlene Lukovitz @KLmarketdaily, October 13, 2020
In this year’s third quarter, 17% — or nearly one in five — U.S. internet users watched one or more ad-supported video-on-demand (AVOD) services in the previous month
— up from 13% in Q3 2019, according to the latest research from Ampere Analysis.
While that is still significantly below the audiences for …
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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.
These are strange findings. For example, the age breakdowns for monthly AVOD users add to about 100%---even though they stop at age 64. Are these reach figures---or audience comp percentages? As for the income results cited, if half of the AVOD users have incomes under $30,000---personal or household incomes?---that's a very downscale platform, indeed, as the average home's income is in the vicinity of $60,000.The same point applies to SVOD users---a third under $30,000????
Ed makes a good point, Karlene. I see the above stats cited in a number of similar articles. Has anyone at MediaPost tried to follow up with Ampere for clarification?