Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Ad-supported video viewership is on the rise, and so are marketing opportunities

Streaming video has long been dominated by ad-free subscription platforms like Netflix, but ad-supported services like The Roku Channel, Hulu, and Pluto TV are beginning to gain share. In January 2021, just over a third (34%) of US households that had video streaming capability used ad-supported streaming services, up 6 percentage points from January 2020, per Nielsen. That 34% can be split into the 26% who used ad-supported video-on-demand (AVOD) platforms, and 8% who opted for linear streaming. (For context, we estimate that average daily time spent with digital video was up 25.4% last year—so the Nielsen data indicates AVOD captured a larger share of that explosive growth.)

Plus, AVOD viewer growth is likely to continue into this year, as all three major drivers of its rise in 2020 are persisting in 2021. Those drivers are:

  • The launch of new ad-supported streamers like Peacock and Quibi (which ultimately sold Roku the exclusive global distribution rights to its content library for The Roku Channel, another big AVOD player). Since the Nielsen data was gathered, several more platforms have released, or announced plans to release, ad-supported tiers, including HBO Max, Discovery+, and Paramount+.
  • Price-consciousness has been a big driver of AVOD adoption among US consumers, especially early in the pandemic, according to Deloitte polling from June 2020. But strained pandemic budgets aren’t the only reason for the move to AVOD—the increase in the number of streaming services and fracturing of content libraries also hurts consumers’ wallets, a problem that is alive and well in 2021. People may need to sign up for multiple services to access all the content they want to see, and cheaper, ad-supported tiers give people an easier way to afford that.
  • Migration away from linear TV and toward virtual multichannel video programming distributors (vMVPDs), like Comcast’s Xfinity Instant TV, is another driver. Though vMVPD viewership isn’t rising quickly enough to counteract the effects of cord-cutting, such services do provide a digital alternative for both viewers and advertisers, and they’ll continue to be an important stopgap as cord-cutting keeps ramping up this year and into the future.