U.S. Advertising-based Video On Demand Market

Market Outlook

The U.S. Advertising-based Video On Demand (AVOD) market is expected to experience significant growth in the coming years. With the increasing shift towards digital content consumption and the rise of streaming services, the AVOD market is poised for expansion. Consumers are increasingly turning to AVOD platforms for access to a wide range of content, including movies, TV shows, and original programming. The market is also benefiting from the proliferation of internet-connected devices, such as smart TVs, smartphones, and tablets, which make it easier for consumers to access AVOD services.

Market Dynamics

Two key growth drivers for the U.S. AVOD market are the increasing demand for personalized and targeted advertising and the growing popularity of connected TV devices. AVOD platforms offer advertisers the ability to target specific audience segments based on demographic, geographic, and behavioral data, allowing for more efficient and effective advertising campaigns. Additionally, the rise of connected TV devices, such as smart TVs and streaming media players, has made it easier for consumers to access AVOD services on their television screens, driving increased engagement and ad revenues for AVOD platforms.

On the other hand, two industry restraints for the U.S. AVOD market are the growing competition from subscription-based streaming services and the challenges associated with ad-supported content monetization. Subscription-based streaming services, such as Netflix and Amazon Prime Video, are increasingly investing in original content and exclusive licensing deals, posing a threat to AVOD platforms' content offerings. Additionally, as consumers become more accustomed to ad-free viewing experiences, AVOD platforms face the challenge of balancing ad load and user experience to effectively monetize their content while retaining viewers.

Segment Analysis

The U.S. AVOD market can be segmented based on content type, platform type, and advertising format. Content types include movies, TV shows, news, sports, and user-generated content, while platform types range from desktop and mobile devices to connected TV devices. Advertising formats commonly used on AVOD platforms include pre-roll, mid-roll, and post-roll ads, as well as sponsorships and product placements.

Competitive Landscape

The U.S. AVOD market is highly competitive, with numerous players vying for market share. Key players in the market include traditional media companies, such as NBCUniversal and ViacomCBS, as well as digital-first companies, such as YouTube and Pluto TV. These players are investing in original content, technology enhancements, and advertising capabilities to differentiate themselves and attract both viewers and advertisers. Additionally, partnerships and mergers and acquisitions are common in the AVOD market as companies seek to expand their content libraries and audience reach.