2024 SVOD Study

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While streaming platforms continue to be a popular way to view content, there are still questions about who is watching which services, whether these services have advertising and whether these streaming viewers also view linear TV.

The 2024 SVOD study, a 4,000-respondent survey implemented by the well-regarded research company GfK and commissioned by TVB, attempts to better understand this vast world of streaming and how linear television, more specifically, local broadcast TV fits in it. Key findings from this study help advertising decision makers better understand the ad-supported media landscape and showcase the value linear TV continues to have for advertisers.

Some key findings:

86% of respondents have at least one SVOD service.
TV is the device most used to stream and view content, even for Apple TV+.
Nearly 60% of respondents subscribe to Netflix and Amazon Prime Video.
60% of Netflix, and more than half of Disney+ and Max subscribers, do not see advertising.
Seven out of ten SVOD subscribers have at least one ad-free service. Six out of ten that subscribe to services with ads ALSO have at least one ad-free service.
74% of YouTube viewers that see advertising either skip the commercial when available or, if not available, click away from content.
58% of respondents subscribe to Amazon Prime Video but only 4% subscribe exclusively to the Prime Video service, and not Amazon Prime.
50% of those on Amazon Prime Video’s ad-tier have Amazon Prime Video mainly because they subscribe to Amazon Prime.
Broadcast assets reach 91% of SVOD viewers. This also applies to those that subscribe without advertising.
Local TV news is the most trusted news source and local TV news websites/apps are the most trusted digital source.
Younger adults, Hispanics and Black/African Americans have a higher rate of subscription to SVOD and are more likely to have subscriptions without advertising than all adults.
Hispanic and Black/African Americans use broadcast assets more than all adults.