The streaming decade has brought about a new era of consumer choice. On Roku’s platform alone, there are nearly limitless content options for fans of all ages. It should come as no surprise that this plethora of choices has shifted audiences towards embracing a streaming future. In the United Kingdom, 9 out of 10 consumers are streamers, and 40% of these audiences say they intend to keep viewing content at the same rates even as pandemic restrictions lift.
Roku partnered with the National Research Group, to conduct a survey to better understand UK consumer TV viewing behaviour and preferences. The Streaming Decade* report’s findings have given us valuable guidance and insights into how TV streaming has become an important part of consumer behaviours throughout the UK. In this our second blog post examining the learnings from the report, we’re looking at the rise of advertising video on demand (AVOD) use in the United Kingdom and the demographics of these AVOD streamers.
For as long as television has existed, so have advertisements on TV. Consumers are comfortable and familiar with the concept of “lean back” viewing and appreciate the value of quality content they can consume for little to no cost in subscription fees. Recent technological advancements, however, have changed the dynamic between audiences and content. Commercials were once viewed as an “act break” between segments of a program, allowing a viewer a few minutes to engage in another activity before their show returned. Now, users can pause and fast forward shows whenever they want, offering them more control over their viewing.
Who is Streaming on AVOD?
Our report shows that AVOD channels are the most common service for UK audiences, with 1 in 2 streamers saying they subscribe to at least one ad supported channel. Additionally, one-third of these streamers say they choose ad-based channels because they don’t mind commercials.
When compared to SVOD streamers, our survey found that 70% of AVOD streamers engage with advertising-based channels on average more than 10 hours a week. AVOD streamers are also 7% more likely than SVOD users to be cord shavers, and 11% more likely to be parents. The report revealed that 44% of AVOD viewers spend at least 3 hours in a typical streaming session and are 80% likely to have a tablet or phone within reach during that time.
Opportunities for Marketers: The Roku Channel
The Roku Channel is a fast-growing AVOD channel on our platform, and the place for our exclusive series content, Roku Originals. Roku Originals are award-winning entertainment, captivating documentaries, and bingeable reality programs audiences and advertisers alike are sure to love. And when you advertise on Roku you have the tools and the data-solutions to help you best meet your desired audience exactly where they are consuming content. Advertising on The Roku Channel allows you to not only reach streamers at scale, but connect with audience segments most receptive to your brand’s message. Here are just some of the many Roku Originals titles your brand can advertise with:
Comedy, action, drama: Roku Originals has something for everyone.
Advertising Solutions: Brand Experiences
Brand Experiences are a great way to connect with audiences early in their streaming journey, in the beginning of their content selection choice, and build affinity and awareness for your brand.
Roku and IPG Media Lab partnered together to better understand the impact of video ads in combination with Brand Experiences. Our data has shown that 61% of streamers are more likely to notice brand experiences, 33% are more likely to consider purchasing the advertised product, and 25% prefer Brand Experiences to traditional ads. Brand Experiences can serve as an important component of a robust omni-channel strategy, helping you super-charge your campaign and its effectiveness in full-funnel conversions.
TV Streaming: The Future of Content in the UK
As audiences migrate from traditional linear television towards the ease, convenience and flexibility that TV streaming offers, we’re here to help your brand capture these audiences. Interested in learning about how advertising on Roku can help your brand develop cross-platform campaigns that reach engaged consumers?
*Methodology: Between July 24 and July 30, 2021, on behalf of Roku, Inc. NRG surveyed online n=934 18-70 year olds in the U.K. who watch at least 5 hours of TV per week via traditional pay TV (i.e. cable, satellite, or telco service) or a streaming service.