A Year In Review, and A Look Into 2025 – for SVOD, FAST and AVOD
Throughout 2024, viewership and usage trends across CTV, SVOD, FAST, and AVOD platforms reflected significant shifts driven by consumer preferences, economic factors, and evolving content strategies.
01.08.2025
Category Transformation in 2024
CTV (Connected TV):
CTV usage expanded due to longer session lengths and increased ad-supported content availability. Viewers spent more time on platforms like Tubi, Pluto TV, and Roku Channel, driven by economic concerns and a broader range of free content. CTV ad spending is expected to surpass traditional TV ad budgets by 2025.
SVOD (Subscription Video on Demand):
SVOD stacking (subscribing to multiple services) declined in major markets like the U.S. and Brazil. The average number of SVOD subscriptions per U.S. household fell by more than 10% in 2024, reflecting economic pressures and growing competition from free ad-supported platforms.
FAST (Free Ad-Supported Streaming TV):
FAST services experienced remarkable growth. In the U.S., weekly FAST channel users represented 46% of total video consumers by late 2024. The trend was similarly strong in Brazil, where FAST viewership saw a 4.5x increase compared to 2020. Revenue from FAST platforms in key markets like the U.S., UK, and Canada is projected to reach $8 billion by year-end.
AVOD (Ad-Supported Video on Demand):
The appeal of AVOD platforms surged as inflation encouraged consumers to seek lower-cost or free options. Major SVOD services like Netflix and Disney+ launched ad-supported tiers, boosting AVOD viewership. CTV ad spending is projected to exceed $26 billion in 2024 and continue growing.
Overall, the convergence of economic pressures, expanded content libraries, and strategic shifts toward ad-supported models has reshaped the media landscape in 2024. This trend underscores the growing dominance of ad-supported streaming and the evolving balance between paid and free content models.
A Look Into 2025
These trends are expected to continue into next year. With consumer economic pressures showing no immediate signs of changing, SVOD stacking is likely to continue declining, and a preference toward cheaper ad-supported options is likely to continue rising. Marketers are not blind to the growth of CTV and ad spending for CTV is projected to surpass that of traditional TV advertising. As the ad-supported model progresses, we may see more innovations relating to interactive ads, shoppable ads, and better ad targeting, which could all mean more ad-revenue and a larger pie for media owners to take a slice of.
When consumer preferences transform, and spending habits begin to change, even the industry whales need to adapt. This could push platforms to introduce more competitive pricing, bundle packages, or emphasize global expansion to offset domestic market stagnation. Overall, we are sure to see continued change across the industry and the importance of placing your content across a range of platforms has never been so important.
SOURCES:
- https://advanced-television.com/2024/01/25/research-svod-stacking-falling-fast-viewership-rising/
- https://www.simulmedia.com/blog/ctv-viewership-trends
- https://research.mountain.com/trends/time-is-money-ctv-viewers-are-watching-more-ad-supported-than-ever/
- https://www.wurl.com/reports/the-ctv-trends-report-2024/
