2023-12-01-FreeWheel-2023上半年视频市场报告_24页_6mb

FreeWheel Video Marketplace Report: 1H 2023

Introduction

The report analyzes trends in premium digital video monetization through ad-supported video on demand (AVOD) in the hybrid video on demand (HVOD) ecosystem, highlighting growth in ad views and evolving viewer experiences.

Key Trends

• Ad Growth: Ad views increased 9% year-over-year globally, with stronger growth in Europe (15%) compared to the U.S. (6%), driven by HVOD expansion.
• Device Usage: Large screens dominate ad views (81% in U.S., 53% in EUR); mobile and desktop usage remains significant, with CTV devices leading in the U.S.
• Audience Behavior: In the U.S., ad views are split between VOD (50%) and live content (50%); in EUR, live content accounts for 18%, reflecting differences in FAST adoption.
• Targeting and Monetization: Precision audience targeting rose 80% in the U.S. year-over-year; programmatic ad views grew 21% in the U.S., but face challenges with transparency and metadata standardization.
• Viewer Experience: Ad experience is crucial for engagement; content type and screen size influence viewer drop-off, with ads not drastically affecting retention if aligned with premium content.

Analysis

• The shift to HVOD, combining subscription and ad-supported tiers, enables sustained revenue growth amid rising streaming costs for consumers.
• U.S. and EUR markets show inverse approaches to targeting, with behavioral methods dominant in the U.S. and demographic targeting in Europe due to regulatory constraints.
• Programmatic advertising grows but is hampered by lack of standardization, limiting monetization potential in CTV and STB inventory.

Conclusion

The premium video ad market remains resilient in 2023, with HVOD driving growth and emphasizing the need for optimized viewer experiences, targeted ads, and collaborative efforts to address industry-wide programmatic challenges.