Dan Goman Editorial on Performance Marketing World: Demand for on-demand is outstripping supply....


With ad-supported-video-on-demand [AVOD] booming, supply chains are struggling to keep up with creating the personalized ads required. Dan Goman, CEO at Ateliere, on the consolidation of the streaming market and what it means for advertisers during a cost of living crisis…


he streaming industry continues to grow at an unprecedented rate and the demand for content is booming. The transition from linear to OTT [over-the-top media] has been the fastest new consumer technology adoption we’ve seen – so much so that the supply chain for delivering the content can’t keep up. The solution is to move supply to the cloud, which can scale to constantly growing demand.

With growth of subscription video on demand [SVOD] streaming models continuing at a significant pace, we’re now seeing the emergence of popular ad-supported-video-on-demand [AVOD] services, with over half of UK consumers (60%) saying they are happy to watch adverts in order to access video content for free. AVOD is rivalling traditional television platforms because of its ability to individually target consumers, monetise content and, in turn, create a highly profitable business model for content owners, streamers and advertisers.

For instance, we’re currently witnessing platforms such as Freevee (formerly IMDb TV,) an AVOD service from Amazon Prime testing a free-to-use model as another way to maintain and grow audience viewers – which has already proven to be popular with consumers. Additionally, ViacomCBS CEO Bob Bakish shared in December its acquisition of ad-supported streamer Pluto TV became profitable far ahead of schedule. The model clearly works...