Ad-supported video-on-demand viewership in US to grow in the next five years: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 29, 2021, 5:19 PM UTC

The latest eMarketer report from Insider Intelligence details out ad-supported video-on-demand (AVOD) viewership in the United States.

The study anticipates that ad-supported video-on-demand (AVOD) viewers will surpass 50% of all digital video viewers in the US this year for the first time. The number of AVOD viewers in the US will increase by 17.6% year-over-year to nearly 128 million this year.

Though the growth rate is quite high, it is actually a sharp deceleration compared to previous years, down from 30.3% in 2020 and 38.6% in 2019. eMarketing forecasting analyst at Insider Intelligence Nazmul Islam said, “As free AVOD platforms continue to be profitable, however, we can expect to see their parent companies add more content to them in the form of original shows, news, or sports.”

The analyst further anticipates that AVOD viewership will grow in the next five years, driven by newer platforms including Paramount+ and Peacock, along with free services such as The Roku Channel and Pluto TV. Additionally, these free platforms are expected to have 89.2 million viewers in the US by the end of 2021.

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