[eMarketer] Ad-supported video viewership grows opening up marketing opportunities
Ad supported video streaming platforms like The Roku Channel, Pluto TV and Hulu are fast gaining a share of the streaming video market that has long been a preserve of ad-free subscription services like Netflix.
At the beginning of 2021, an estimated 34 per cent of US households that had a video streaming services preferred ad supported streaming platforms, a 6 per cent rise compared to the same period in 2020 according to an eMarketer report that quoted Nielsen.
The 34 per cent included approximately 26 per cent of households who embraced ad-supported video-on-demand (AVOD) services and 8 per cent who preferred linear streaming.
This trend, eMarketer forecasts, is set to be maintained in 2021 as factors that have driven AVOD viewer growth among them launch of new ad supported streamers, US consumers’ price consciousness and a shift from linear TV persists this year.