Comscore – a media measurement and analytics company – reports that AVOD services are experiencing a faster rate of adoption in the United States than SVOD services.
According to the company, between 2020 and 2022, the number of U.S. households streaming AVODs rose by 29%, while during the same period the number of U.S. households streaming SVODs rose by 21%.
James Muldrow, Vice President of Product Management, Comscore, said: “While both ad-supported and subscription-based streaming services are growing in the U.S., consumers are being more mindful of their budgets and leaning towards ad-supported services. 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.”
Comscore also found that U.S. households were watching 5.4 streaming services per month as of March 2022, up from 4.7 during the same period last year. Comscore reports that, out of the largest streaming services, Netflix has the greatest audience overlap with other large streaming services, with 82% of its audience overlapping. Amazon also has a large degree of audience overlap (66%).
