๐ Viewers Are Running to Free Channels
An analytical report by Comscore has recorded a dramatic shift in the US: consumers are massively choosing ad-supported streaming for its affordability and simplicity.
Total viewing time on major free ad-supported services (AVoD and FAST) grew by 43% year-on-year.
Already, 45% of the total viewing time on Netflix in the US comes from the ad-supported tier (up from 34% a year earlier).
Time spent streaming grew by 6% to 13.9 billion hours per year. The average household watches content for nearly 5 hours a day.
Platforms like YouTube are no longer perceived as a separate category: more than half of US households watch it for free monthly.
As Comscore notes, consumers are looking for value, simplicity, and easy access. Ad-supported and free services have become the main growth engine, satisfying this demand.
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