There’s been a seismic shift in the way consumers take in content. Today, streaming platforms lead the charge as the main method of viewing long-form, premium films and TV series, according to the Video Advertising Bureau (VAB)’s recent study that looks at 15 streaming behaviors that will affect how marketers develop their campaigns in 2023. We zero in on five of those trends. 

1.  Shifting Definitions.  Prior to the rise of bingeing, viewers primarily watched TV  on broadcast and cable networks,  with regularly scheduled commercial breaks and often an enforced wait time between episodes. With the prevalence of streaming, the definition of television has shifted, even among older generations who were more accustomed to live programming and linear TV. In fact, 47% of VAB respondents ages 18+, and 58% of those over 50, personally defined television as “Anything I can watch on my TV set, whether it’s via streaming, cable, satellite or fiber optic.” Another 28% of 18+ respondents said that TV is “Anything I can watch on any device.”

2.  AVOD Leads. Regardless of age, all consumers who use streaming platforms say they prefer watching a free-of-charge, advertising-based video on demand (AVOD) service rather than paying for a subscription, reports the VAB. That’s partly in keeping with the current economic climate that’s seen layoffs across various industries as companies brace for a possible recession. “Consumers are hitting fatigue with all of these subscriptions,” said Marcy Greenberger, EVP at global media agency UM. “It’s almost becoming as expensive as a cable subscription to subscribe to so many different services, so to have some either that are completely free with ads or that have a lower price tier but with ads is a good compromise and might enable consumers to have access to more of these platforms.” Specifically, VAB reports that 62% of adults prefer streaming free video content with ads instead of paying for a subscription.

3.  Connected TV Households. Another significant recent development has to do with connected TV (CTV) homes. The VAB study found that in March 2020, 64.5% of CTV homes relied on paid streaming services, versus 60% that favored ad-supported models. Those numbers are now nearly identicle, with  77.7% of CTV homes relying on a paid streaming service, and 77.5% opting for ad-supported streaming.

4.  Multiple Services. When it comes to streaming platforms, consumers don’t appear to be loyal to a single option. In fact, the VAB reports that ad-supported streaming has grown exponentially -- in part because viewers of all ages watch at least one service. Here’s how some of the numbers break down: In November 2020, 47% of adults ages 18 to 34 used at least one ad-supported streaming service, compared to 65% of that demographic who did the same two years later. Those figures increase slightly in the next age group, where 48% of respondents ages 35 to 49 reported using one or more ad-supported streaming platform in November 2020, compared to 66% of those between 35 and 49 years of age who did so in November of 2022.

5. Network TV Apps. It’s worth noting that broadcasters with both digital and linear offerings are gaining popularity, thanks to their ad-supported streaming features. With multiscreen services like Peacock Premium, Hulu, HBO Max, AMC App and Bravo App, among others, broadcasters and cable operators alike can provide content to devices such as mobile phones and tablets, in addition to standard box-top systems. In 2022, 62% of adults 18 and older reported using a network TV app or ad-supported streaming service owned by a multiscreen TV company, reports the VAB. 

Overall, television viewing seems to be leaning toward streaming, with ad-supported offerings leading the charge in terms of customer preference. Marketers can benefit by keeping these trends in mind and thinking about “TV” the way consumers do: as content they can view on any screen or device. 

Whether you’re a marketer or agency looking to advertise on any digital or linear screen, Extreme Reach brings speed, simplicity and accuracy to every campaign launch. 

Reach out today to learn more.