Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ad-supported video on demand"
- More than half of people who regularly use captions do so to stay focused on a TV show or movie.
- Hulu, Peacock and Paramount+ have by far the largest shares, but the new Netflix and Disney+ AVOD offerings are showing strong growth.
- Even younger versus older Millennials show markedly different preference patterns.
- That's up from just 22% two years ago, and sends a signal of just how fragmented the TV universe has become. It also raises new issues about what "connectivity" means in a digital-only media universe.
- Survey shows little cannibalization of higher-priced no-ads subs, meaning net growth -- a decidedly positive trend for the big streamers.
- Mixing ad-supported and no-ads plans based on specific services is the fastest-growing behavior, likely to soon become dominant, reports Antenna.
- In comparison, Netflix's new ad-supported option accounted for 19% of its new sign-ups by its third month in the marketplace.
- Three-quarters of the subscriber adds initially drawn by the with-ads tier were "new" sign-ups rather than plan switchers, and two-thirds of those were returning subscribers, finds Ampere analysis.
- YouTube still dominates, but TikTok's influence with kids is gaining both in viewing time and advertising impacts, study finds.
- Subscriber retention is a major advantage of offering both ad-supported and subscription-driven tiers, according to Samsung ACR data and a survey.
- Seeing more ads on a streamer doesn't necessarily translate to viewer dissatisfaction, finds latest Hub Entertainment Research study.
- Smart TVs posted the biggest increase in streaming time, with a 34% yearly gain during the first quarter.
- Discovery+ and HBO Max have had less uptake for their ad-supported tiers, reflecting pricing and content decisions.
- Even non-parents know that kids are cuckoo for YouTube, but video-on-demand performs solidly on a number of factors relating to how kids react to advertising.
- Discovery+ is perceived as having high ad loads, but they were deemed "reasonable" due to their relevance, a new survey finds.
- Ad executives' estimation of the value of TV -- including linear, addressable and OTT/CTV -- is up from last year, putting it in a tie with digital video.
- Consumers tend to care about the content more than the platform that delivers it.
- For paid streamers, the good news is that 77% of those who sign up to watch a specific original/exclusive show keep their subscriptions when the show ends, finds the latest Hub Entertainment study on content discovery and platform usage.
- And YouTube now generates as much in ad revenue as Netflix does in subscription revenue.
- In an effort to remove some of the noise and friction in the digital out-of-home advertising industry, a group of leading suppliers have joined to create a new, simplified standardization of the major digital out-of-home advertising formats. The initiative, which includes both "demand-side" and "supply-side" platforms that enable advertisers and agencies to buy digital out-of-home advertising programmatically, reduces the naming conventions of various biddable advertising formats by about two-thirds.
