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EMARKETER

Ad-supported viewing makes up half of digital video viewers

Article by Sara Lebow  |  Sep 16, 2021
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Ad-supported viewing makes up half of digital video viewers
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Topics
Digital Video
Video-on-Demand (VOD)
United States

The forecast: Nearly 128 million people in the US will watch advertising-based video-on-demand (AVOD) this year, a growth of 17.6%, over 2020. This means over 50% of all digital video viewers in the US are watching AVOD.

Dive deeper:

  • AVOD services have grown in popularity as less expensive or free alternatives to pay TV services.
  • AVOD grew by 38.6% in 2019 and 30.3% in 2020, and while growth is slowing, it remains in double digits.
  • Over 50% of US internet users will be AVOD viewers by 2024.

Looking ahead: Digital video viewership growth has slowed as numbers remain high. By 2023, 259.8 million US adults will watch digital video content at least once per month, and those individuals will increasingly consist of AVOD viewers and subscribers.

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