AVOD vs SVOD: who win?

Video-on-demand platforms are experiencing different consumption dynamics, with a clear advantage for subscription-based services (SVOD) compared to ad-supported services (AVOD).

According to BB Media data, users spend more time on SVOD services, such as Netflix and Disney+, compared to free AVOD services like Pluto TV and Tubi. This preference seems to stem from a higher-quality content offering and an ad-free viewing experience.

Global Trends

Globally, SVOD users spend significantly more time on paid platforms compared to ad-supported ones. In particular, SVOD platforms see a peak of usage in the APAC (Asia-Pacific) and UCAN (United States, Canada, and other Americas) regions, with an average of 20 hours per week in the former and 19 hours in the latter, compared to just 10 hours per week on AVOD platforms.

Significant differences also emerge in other regions:

EMEA (Europe, Middle East, and Africa): users spend 14 hours weekly on SVOD services, compared to 6 hours on AVOD.

Latin America: consumption on paid platforms reaches 16 hours, while free services register 8 hours per week.

These data suggest that the perceived value of SVOD platforms translates into longer viewing times, a trend that remains constant even during periods of reduced free time, such as weekdays.

User Behavior: Weekend Viewing Peaks

During weekends, SVOD user consumption peaks, with 60% of users moving from one or two episodes during the week to four or more episodes over the weekend. This phenomenon, observed on a global scale, is indicative of a tendency toward so-called “binge-watching,” facilitated by the absence of ads.

The Most Popular Platforms: Netflix and Pluto TV Lead

As for specific platforms, Netflix emerges as the most used SVOD service across all regions. Weekly usage averages vary slightly by region: six hours in UCAN and EMEA, and up to seven hours in LATAM and APAC (excluding China).

In the AVOD sector, regional preferences vary:

EMEA and LATAM: Pluto TV ranks first with an average of two hours per week in EMEA and three hours in LATAM.

UCAN: Tubi leads with four hours per week.

APAC: Zee5 is the leader (excluding China).

SVOD Holds the Advantage, but AVOD is Growing

Although SVOD services are preferred in terms of viewing time, AVOD services continue to grow, thanks to their free model and an increasingly diverse content offering. These platforms represent an alternative solution for those who prefer a no-cost option, making the future competition between SVOD and AVOD still uncertain.