Rakuten Advertising data highlights appetite for video on demand services powered by ads, as consumers seek escapism during the COVID-19 pandemic
London, UK – Tuesday 5th May 2020 – The majority of consumers would watch targeted adverts to be able to access video content for free , according to new research from Rakuten Advertising, the global provider of advertising technology and consumer insights.
The research, conducted among more than 4,500 adults in the UK, France, Germany, Italy, Spain and the Netherlands, showed that 38% of UK consumers are spending three or more hours a day watching video-on-demand services, with the average household signing up to at least two video-on-demand services while on lockdown.
The study also found that 40% of UK consumers expect their viewing of video community sites, such as YouTube, TikTok and Twitch, to increase in the next month.
The hidden power of AVOD With access to theatre, pubs and cinemas prohibited, and sporting events cancelled across the 2020 calendar, consumers are finding themselves at home seeking escapism. This is reflected in the popularity of video-on-demand (VOD) services. Some 30% of respondents said they use VOD services to consume video content, placing these second only to traditional linear TV viewing (48%), and well ahead of video sites (11%) and social media (10%).
AVOD, a new ad-supported video-on-demand service, allows consumers to watch video-on-demand content for free with adverts.The findings show many consumers are interested in AVOD but may not yet be fully aware of it. In the UK, 60% of consumers say they are likely to sign up to an AVOD service, although only 37% said they are currently aware of AVOD offerings. 18% of UK consumers believe their use of AVOD services will increase in the next month due to the COVID-19 pandemic.
For those consumers that watch major sporting events, 26% said they would be interested in streaming them on an AVOD service when this was described to them, placing this ahead of all other streaming options, including pay-per-view and monthly subscription services.
Anthony Capano, Managing Director, International, at Rakuten Advertising comments, “Giving consumers the opportunity to access premium, quality content for free, as well as enabling brands to advertise in a sensitive and relevant manner, is a necessary evolution of TV now and beyond the COVID-19 crisis.”
https://rakutenadvertising.com/en-uk/...re-video-content-in-lockdown/
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