Consumers Plan To Spend As Much Or More Time Watching Live, SVOD And AVOD In Next 6 Months

The pandemic’s winding down won’t decrease most U.S. consumers’ consumption of traditional and CTV, according to research by Tremor Video and Unruly conducted in March and highlighted during Tuesday’s IAB NewFronts 2021. 

In fact, most consumers are likely to engage with CTV at comparable or higher rates as the pandemic …

2 comments about "Consumers Plan To Spend As Much Or More Time Watching Live, SVOD And AVOD In Next 6 Months".
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  1. Ed Papazian from Media Dynamics Inc, May 5, 2021 at 10:08 a.m.

    Karlene,that's a rather small sample to be broken down by five age segments as well as three types of TV content. Moreover,  I find it amazing that so many respondents said that they would watch more "live TV". I can see why they would make that claim for SVOD and AVOD as the amount of program content on those platforms is increasing dramatically thanks to new players like Disney+ Paramount +, Peacock, Discovery, etc. But why "live TV". I wonder if that's how they asked the question," Do you plan to watch more---or less--'live TV' in the next six months?" If so, what did the respondent think they meant by "live TV"---sports? Or did they make it clear that they ware referring to the full range of "linear TV" content?

  2. John Grono from GAP Research, May 5, 2021 at 6:45 p.m.

    I never cease to be amazed at the amount of trust or belief in an opinion poll of unstated methodology and small sample size (in this case n=893) of people's opinion of future behaviour, while electonic tracking of the actual behaviour of 65,000 people is so highly maligned.

    Neither is perfect and both have issues, but truct seems to be proportionately inverse.

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