Data and analytics company Kantar says there’s a growing consumer preference for ad-supported streaming.
The latest study, from Kantar’s Worldpanel division, covers Q4 2024.
It was a period when 35% of new video on demand subscribers opted for paid ad-supported models, a substantial increase from 21% the year before, helped by the removal of some basic tiers without ads.
Kantar’s Global Insight Director Andrew Skerratt, commented: “Our Q4 2024 data unveils a significant shift in the global streaming landscape. Bold, innovative ad-supported models, live sports integrations, and an unyielding commitment to premium content are rewriting the rulebook on consumer behaviour. Giants like Prime Video, Netflix, and Apple TV+ are not just in the game – they’re redefining it by capturing fresh audiences and igniting relentless engagement in a fiercely competitive arena.”
43% of ad-tier users report satisfaction with the value they receive – a rate that exceeds that of ad-free subscription tiers – while only 23% of VOD households oppose seeing ads.
Five years after its debut, 2024 proved to be a breakout year for Apple TV. 28% of subscribers globally identify Apple TV+ as their primary VPD platform, up 3 percentage points year-on-year. According to Kantar, enhanced content quality, compelling local and international programming, attractive bundled offers, and strategic promotions all contributed to overall consumer satisfaction.
