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JUN
2024
TVADVERTISING:FACTVSFICTION
Understandingad-supportedTVinastreamingworld
WAVE7,2Q24
EXCERPTOFFINDINGS
WESURVEYED3,000TVCONSUMERS
?Age14-74
?WatchatleastonehourofTVperweek
?U.S.censusbalanced
?DatacollectioncompletedinMay2024
?NOTE:Consumersdidnotneedtohave
broadbandaccesstoqualify(unlikeintheHubReports)
GLOSSARY:HERE’SHOWWE’VEDEFINEDDIFFERENTCATEGORIES
OFPROVIDERSINTHISREPORT
?Forproviderswithonepaymodel(e.g.AppleTV+,PlutoTV)allusersare
groupedtogether
?Forproviderswithmultipletiers(e.g.
Peacock)usersaregroupedbythetiertheyuse(free-with-ads,paidad-
supported,orpaidad-freesubscription)
SVOD:
Paidsubscriptionplatformortierthatisad-free
AVOD:
Paidsubscriptionplatformortierthatisad-supported
FAST:
Freestreamingplatformthatisad-supported(likeFreevee,TheRokuChannel,Tubi,etc.)
MVPD:
Atraditionalcable,satellite,ortelcoTVbundle
VMVPD:
AnonlineTVbundlethat
includesliveTV(likeYouTubeTV,HuluwithLiveTV,SlingTV,etc.)
ANTENNA:
WatchingTVshowsviaanover-the-airantenna
3
TVwithadsisbecomingthenormonceagain:
Asad-supportedplatformsand
tiersproliferate,consumersare
makinguseofalternativesto
ad-freeplatforms
Amntn
4
Buthowweimplementadsincontentmatters:
Theadexperiencecontributesto
theoverallviewingexperience,
andultimatelyaffectswhich
platformsviewersfavor
5
THISSTUDYTRACKSTHEROLEOFAD-SUPPORTEDTVINANEVER-EVOLVINGTVWORLD
Howmuchtoleranceexistsforads?
Andhowhaveviewerattitudesshiftedovertime?
Howdoplatformscompare?
Whichplatformsareofferingagreatad
experience?Howarenewerentrantstothead-supportedspacefaring?
Howdoescontentimpactads?
Whateffectsdocontentanddeliveryfactorshaveonadtoleranceandengagement?
Newthiswave:
Thissurveyincorporatednewdevelopmentsintheworldofad-supportedTV
?Newad-tiersintroducedfor
AmazonPrimeVideoandAMC+
?Newservicesadded(Vizio
WatchFree+,SlingFreeStream)
?Newpricingandbundles
announcedsincethelastsurvey
?Newcontentgenretypes(e.g.MFTVMovie,TrueCrime,
ProceduralDrama)
1
KEYFINDINGS
8
VIEWERSENTIMENT
ANAD-SUPPORTED
ISSHIFTINGSTREAMING
MOREANDMORETOWARDMODEL
Ascostsriseand
budgetstighten,
acceptanceofand
evenpreferenceforads
continuestogain
ground
Whichstatementcomesclosestto
howyoufeelaboutads?
34%
36%
40%
42%
43%
41%
44%
66%
64%
60%
58%
57%
59%
56%
Ifwatchingadswillsave
$4-$5vs.watchingad-free,I’llchoosethatoption
Jun-21Dec-21Jun-22Dec-22Jun-23Dec-23Jun-24
Ifthere’sanad-freeoption,I’llchooseitevenifitcosts$4-$5morepermonth
9
VIEWERSPERCEIVEAMEANINGFULDIFFERENCEINADLOADS
ACROSSTHEIRVARIOUSTVSERVICES
“ThereisabigdifferencebetweenhowmuchadvertisingIseeonsomeTVservicesvs.others”
Asagroup,AVODS
standoutforoffering
lighteradloadsanda
betteroverallad
experience
StronglyDisagree
3%
SomewhatStonglyAgree
Disagree23%
20%
SomewhatAgree
55%
10
PRIMEWITHADSSIGNIFICANTLYALTEREDTHELANDSCAPE
AmazonPrimeVideowas thelastremainingad-freeserviceinmanyhouseholds.
PV’srolloutofadsby
defaultimmediately
slashedtheproportionof
viewersusinganyad-free
streamingservices,now
downtojust3in5
Doyouusead-supportedand/orad-freeservices?95%95%96%96%97%97%98%
81%
83%
83%
84%
84%
79%
58%
Jun-21Dec-21Jun-22Dec-22Jun-23Dec-23Jun-24Ad-supportedAd-free
11
THEOVERWHELMINGMAJORITYOFPRIMEVIDEOVIEWERS
NOWWATCHWITHADS
WhichAmazonPrimeVideoPlandoyouuse?
Viewerswhouse
Amazonasahubfor
othersubscriptions
andthosewhothink
ofPrimeVideoisa
primarybenefitof
theirmembershipare
themostlikelytohave
optedintoad-free
streaming
-CurrentViewersofPrimeVideo-
23%
SubprimarilytowatchPrimeVideo
3%
75%
11%
ThinkofPrimeVideoasafreebenefit
7%
82%
viewerswho…
73%
2%
Subto2+ChannelsthroughPV25%
Among
81%
9%
Don'tusePVChannels11%
UseAd-freeplanaUseAd-supportedplanaNotsure
12
ASPECTSOFTHECONTENTITSELFHAVEAMEANINGFULIMPACTONADATTENTION
Paidattentionduringallormostoftheads
-Bygenrewatched-
Viewerswatching
participatorygenres
liketalk,game,
competition,and
mysteryreportpaying
moreattentionduring
adbreaks
Talkshow GameshowCompetitionReality Mystery/CrimeMovie(Theatrical) Movie(MFTV/S) ProceduralDramaComedy
Sports
KidsSerializedDramaNews
Otherunscripted
42%↑
38%↑
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