SVOD advertising
The new kings of content. SVOD platforms have captured huge audiences with content libraries bursting at the seams.
As subscriber growth slows, the race is on to open new revenue streams. That means one thing: advertising. The floodgates have opened and there's a new way to reach audiences at home and on the go.
Netflix was founded way back in 1997 as a DVD rental service with a vision. Back then, most people had a dial up internet connection (if they had the internet at home) and smart TVs were science fiction. It took a decade for technology to catch up and Netflix to take the plunge into streaming in 2007.
Fast forward to today, Netflix has over 300 million paying subscribers globally. It has been joined by Amazon Prime Video, Disney+, AppleTV, Paramount+, Discovery Plus, HBO and many others. The SVOD players are engaged in fierce competition with each other and traditional broadcasters. They’re making landgrabs into the world of live sport, documentaries, reality TV and quality drama. It all started with movies, but no genre is off limit these days.
All this growth has been expensive and now the SVOD players are turning to good old-fashioned advertising to grow revenue, fund content creation and keep their shareholders happy.
Netflix opened its ad funded tier in 2022 with a very limited offering, Disney and Amazon quickly followed suit. It’s Amazon which has really pushed the envelope for advertisers. Powered by the data held by the retail business, they offer a fantastic variety of targeting options. It won’t be long before the others catch up; SVOD advertising looks set for a period of rapid evolution and growth.
With all the major streaming services now measured by BARB, SVOD offers advertisers accountability, scale and targeting accuracy. It'll soon be common to see Netflix sitting alongside ITV, Sky and Channel 4 on video media plans.
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FAQs
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SVOD stands for streaming video on demand.
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There are many content themes you can advertise against including movies, TV series/programming, documentaries and sports
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80% TV screen, 20% mobile devices.
To get started you can call 01598 760700
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