Top Takeaways from Tubi's Second Annual Research Report

The report39s research shows that the audience for AVOD services grew by 16 percent last year compared to eight percent for subscription videoondemand SVOD ventures To put that in more context Comscore estimated AVOD households at 72 million and SVOD at 74 million in September 2021The Stream projects that during 2022 the universe of AVOD users will surpass the SVOD user base The report also forecasts that AVOD ad spend will surge to 315 billion a year by 2026 three times the projected AVOD spending this yearAVOD quothas become mainstreamquot Karl Dawson Tubi39s Vice President of Audience Research tells MediaVillage quotI didn39t expect the growth rate to be as significant as it isquotFirst and thirdparty data sources contributed to the study including MarketCast who surveyed more than 6000 adults 18 years and up during the last three months of 2021Dawson believes that several dynamics are at play For example the viewership surge is acrosstheboard including multicultural demographics More than 40 percent of Tubi39s user base is multicultural according to the report Another segment of people contributed the growth as well highincome highly educated citizens in every demographic categoryIn total Tubi39s audience watched 36 billion hours of programming last year a 40 percent yearoveryear rise from 2020One reason for the increase is more consumerfriendly ways of accessing AVOD content whether through overthetop or cable connections That has attracted new users while increasing the time spent among current usersquotIt39s easier than everquot Dawson said quotIf you search for a movie the interface will show you the variety of options you can watch on a service like ours or other adsupported video platforms More and more people are finding the door They39re coming in and checking it out provided we offer them a good experiencequotamp160There39s another growth driver the increase in households with smart TV sets and devices incorporating voiceactivated services like Siri Google Assistant and Alexa quotThat39s something we39re all beholden to in the sense that these assistants we hope have everything indexed properlyquot Dawson said quotThey39re very good at thatquotAudiences are also attracted to the wide variety of AVOD program choices from firstrun series and movies to roundtheclock showcases of current and classic favorites from The Graduate to Hell39s Kitchen Tubi has more than 40000 TV shows and movies in its catalog and is in the midst of rolling out its first batch of original content which will cover 140 hours in the first year aloneOriginals now in circulation include adult animated series The Freak Brothers and the fulllength feature movie Howard High which premiered earlier this monthquotItamp8217s important to have new fresh content offeringsquot Dawson continued quotIt39s a good strategy for any AVOD platform to pursuequotamp160 Look for a growing number of originals on Tubi every year he addedDawson expects that as AVOD viewing overtakes SVOD it will attract more advertisers because of the reduced ad load compared to linear and broadcast TV and the ability to test out interactive ad formats The load fourtosix minutes per hour in Tubiamp8217s case quotcreates a more positive viewing experiencequot he saidDuring the 2022 UpfrontNewFront sales cycle Tubi will explore opportunities to customize AVOD campaigns for specific advertisers and monitor the industry39s appetite for launching interactive and tcommerce commercials Dawson explainedquotPeople anecdotally when asked about services do express excitement and surprise about how few ad breaks there are in the content available to themquot he concluded quotThat creates a good relationship between the viewer and the servicequotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Top Takeaways from Tubi's Second Annual Research Report

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Simon Applebaum

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Top Takeaways from Tubi's Second Annual Research Report

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