Report: Ad-Supported Services are Gaining Viewers Faster Than SVOD


By

on

in

,

Streaming service remote

Comscore has released its 2022 State of Streaming which shows that ad-supported streaming services (AVOD) are being adopted at a faster rate than subscription-based services (SVOD). AVOD services saw a 29% increase in 2022, compared to 2020. SVOD services saw a 21% increase in the same time period.

Comscore’s 2022 State of Streaming analysis looks at the services consumers are using and trends in the industry, giving us a better look at how streamers are choosing to watch content.

“While both ad-supported and subscription-based streaming services are growing in the U.S., we’re seeing that consumers are being more mindful of their budgets and leaning towards ad-supported services,” said James Muldrow, Vice President, Product Management at Comscore. “This makes sense as inflation continues to hit consumer’s wallets. The time is ripe for traditionally subscription-based streaming services like Netflix to consider launching an ad-supported tier to enhance their growth trajectory.”

Along with the rise in popularity of AVOD services, highlights of Comscore’s 2022 State of Streaming findings include:

  • “The Big Five” streaming services –  NetflixAmazon Prime VideoHuluDisney+, and Peacock – are now joined by HBO Max. In terms of audience overlap, Netflix has an 82% overlap with the other top six streaming services, especially Amazon (66%) and YouTube (66%).
  • Smart TVs are the fastest-growing segment of streaming devices with 48% growth year over year. Samsung remains the top Smart TV brand at 26% of market share. TCL now accounts for 15% and Vizio 14%.
  • 79% of Wifi-enabled homes are watching streaming content on connected devices and each such household is spending about 122 hours per month streaming content. That’s a 19% increase from March 2021. Netflix captures the most hours per month watched at 43, followed closely by YouTube at 39 hours and Hulu at 33 hours.
  • Amazon Prime Video has the highest resonance with the younger TikTok, Twitter, Snapchat & Twitch engagers, showcasing its strength in driving engagement with content & social marketing.

Disclaimer: To address the growing use of ad blockers we now use affiliate links to sites like http://Amazon.com, streaming services, and others. Affiliate links help sites like Cord Cutters News, stay open. Affiliate links cost you nothing but help me support my family. We do not allow paid reviews on this site. As an Amazon Associate I earn from qualifying purchases.

Subscribe to Our Newsletter

* indicates required

Please select all the ways you would like to hear from :

You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.