July 19, 2021
Almost half (46%) of TV content viewers in the United States say they use an ad-supported streaming service (AVOD) at least once a month, according to a new study.
Meanwhile, 28% are using a free ad-supported television (FAST) service with linear ad-supported channels in addition to their on-demand offerings, according to the recent State of Viewing and Streaming report. 2021 from Horowitz Research.
Consumers use a wide range of ad-supported services with linear content. Pluto TV, Tubi, The Roku Channel app and IMDb TV are the services consumers say they use most often, according to a survey of 2,000 TV content viewers in May.
Streaming is poised to eclipse traditional platforms in terms of viewing share of long-form TV content, the Horowitz study showed. Among general consumers, 35% of self-reported time spent is now spent on linear content delivered via a traditional service (cable, satellite, or over-the-air via an antenna), while 37% is spent on streaming content (the remainder is spent on cable or satellite VOD, DVR or DVD content).
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Half (50%) of the time spent among 18-34 year olds is spent on streaming content, while only 18% of their time is spent on traditional and linear content.
Six in 10 streamers (58%) believe that ads are a “price” just to be able to watch TV content for free or for a small price. Almost four in 10 consumers (38%) are starting to notice and enjoy the more personalized and personalized advertising experience they get from streaming.
“Consumers’ love of entertainment content and their desire to get as much content as possible for as little as possible has not changed,” noted Adriana Waterston, senior vice president of ideas and development. strategy for Horowitz. “The fundamentals of the industry have not changed. What has changed are consumers’ expectations of how, where, and when they can consume the content they love, and the technology that exists to deliver those experiences. When delivered in the screen-independent, anywhere-to-watch, and highly personalized viewing experience of the streaming environment, we see some consumers not only tolerating but welcoming advertising, especially when it is personalized according to their interests.