Linear TV is still very much here to stay despite the influx of OTT options. Linear is still aspirational, builds trust and accounts for over 75% of big screen viewing. But, it does have competition in the current AV landscape.
The cost-of-living crisis has created the perfect stage for the rise of AVOD.
How do we make sense of this fast developing and increasingly cluttered marketplace?
BVOD
Broadcaster VOD is AVOD (Ad Funded VOD) created by ITV, C4 & Sky, showing their content across different devices. It is relatively well established and you can expect to see;
CFlight allows TV Planners and Buyers to fully understand what incremental reach BVOD adds to a linear schedule, which in turn justifies Advertiser investment!
CTV
App based AVOD Platforms such as Samsung TV+, Roku, Rakuten and Pluto TV, are defined as CTV (Connected TV Services) This area is still developing and the topline is;
CTV is behind BVOD but it is important not to forget, Samsung are collecting data from 7m TV’s in the UK, Xumo one of the largest channels is owned by Comcast who also own Sky, Pluto TV is owned by Viacom, Rakuten is huge in Japan and Asia; all companies & markets with deep pockets and access to content, they will catch up if it makes commercial sense.
What does the future hold?
All of the above will soon have to compete with Disney+, Netflix and Amazon. And, the battle for AVOD is just starting, but will move quickly, certainly one to watch.