In its latest Entertainment on Demand (EoD) data and analysis report on the global video streaming landscape, Kantar has revealed that Discovery+ and Apple TV+ were the fastest-growing paid VoD services in the first six months of 2024, with Discovery+ leading in Q2 2024.
Those figures match the UK version of the EoD report published last month.
Ad-supported streaming saw significant growth in Q2 2024, with AVoD (ad-supported video on demand) increasing by 10% quarter-on-quarter and FAST (free ad-supported streaming TV) growing by 6%.
Almost half (49%) of households are now willing to accept ads for a cheaper service.
Specific content remains the primary driver of new service adoption, underscoring the importance of a regular slate of high-quality offerings.
Commenting on the figures, Andrew Skerratt, global insights director at Kantar, said: “It’s clear that ads provide streaming services with opportunities to diversify their revenue streams while catering to diverse audience preferences, with the tiered approach providing flexibility for consumers. However, the impact of ads on the viewer’s experience cannot be understated.
“Currently, only 22 per cent of people enjoy the ads they see on streaming services, and less than a quarter find them relevant. Nearly one in three want more tailored ads, and with only 20 per cent linking a streaming ad to a purchase of a new product or service, marketers have plenty of potential to improve their return on investment.”
