Regardless of Netflix’s many protestations through the years that it might by no means introduce promoting on its platform, it’s not stunning that Netflix modified its tune this yr.
Even the king of SVOD has to dwell in actuality.
Customers more and more need the choice of free ad-supported content material, says Sarah Lewis, international director of CTV at European video platform ShowHeroes Group, on this week’s episode of AdExchanger Talks.
The bulk (65%) of CTV viewers say they’d be prepared to look at promoting in alternate for entry to free content material, based on analysis the platform performed earlier this yr throughout seven European markets.
However the rise of AVOD doesn’t imply subscription video on demand (SVOD) goes anyplace.
As a substitute, we’re shifting towards a brand new mannequin of kinds, and forgive the introduction of one more acronym to explain it: HVOD (hybrid video on demand).
“I feel that’s the long run,” Lewis says. “It’s not essentially an both/or, it’s adapting to the person’s wants and providing choices. If you happen to don’t wish to watch advertisements on Netflix, you don’t must, you’ll be able to stick together with your SVOD subscription. However there can be that tier with the intention to enchantment to individuals who aren’t seeking to spend.”
Additionally on this episode: What occurs to concentrating on and measurement on CTV if IP addresses are not out there as an identifier, why it’s excessive time the trade offers with CTV’s overfrequency drawback and CTV predictions for the yr forward.
