According to a survey by Rakuten Advertising, Italian viewers are increasingly preferring VOD over live TV, but are leaning towards subscription services that include advertising to offset costs. Avod grow up!

The Rakuten Advertising survey has shown that video on demand is no longer an optional component of the media mix, as 86% of European viewers consume content through this channel.

The survey, conducted with over 3,800 consumers across Europe, found that 29% of Italian viewers consume content exclusively through video on demand.

These new insights are important for agencies and brands as they consider the best channels to reach their target audience. Video on demand cannot be excluded from the media plan, as it is now an integral part of the mix.

Avod increase until 2028

According to Digital TV Research, global AVOD revenues for films and TV series will increase by $50 billion by 2028, reaching a total of $90 billion. The United States alone is expected to account for 41% of the total revenue, with a growth of $20 billion.

Nine platforms are expected to generate over $3 billion in revenue by 2028, with five of them being global players, including three American and one Chinese platform. However, the market is expected to remain fragmented, according to analysts.

Disney+ is expected to be the clear winner with AVOD revenues reaching $11.4 billion by 2028. The study suggests that in the future, current users will switch to hybrid AVOD-SVOD offerings.

Following Disney+, Paramount+ is expected to generate $5.4 billion in revenue by 2028. Followed by YouTube with $5 billion and Hulu USA with $4.7 billion. Netflix and Peacock are both expected to reach $4.6 billion in revenue.