Consuming content on demand is becoming more and more popular. Viewers are increasingly detached from linear television and are using more and more services that allow them to access what they want to see when they want to see it. And, as a young millennial told me a few days ago, after explaining how she had become an enthusiastic Netflix user during confinement, before all the reference series were on TV. “Now they’re all on Netflix,” he told me.Viewers’ perceptions have changed, but so have viewing habits. The latest eMarketer study on the issue already puts in an imminent future that almost half of the Spanish are subscribers of a VoD service. That more than half that will not be does not necessarily mean that they are not accessing those contents. Do not forget that viewers share their access profiles on many occasions.Therefore, streaming is increasingly popular, these services reach more people and with it two new problems appear. Citizens are beginning to show more and more symptoms of the so-called subscription fatigue , something that notably affects the new incumbents of the paid content market (from news to new VoD services). So many services have already been registered and so many things are already being paid for that consumers do not want to add more complexity or more payments to their lists of services.On the other hand, advertisers are faced with another drag. The VoD boom is making viewers access content mostly without ads.
HBO or Netflix do not have Tonga Email List advertisements, Prime Video does serve advertisements but only for other content on the portal and although services such as Movistar have advertisements, they are pre-roll and limited. The endless advertising breaks on TV are over.Therefore, is there room for a service halfway between one or the other? Is the market ready for ad streaming yet?AVoD: streaming with adsIn other markets, access to on-demand content with advertising already works. It is the essence of Hulu, one of the main competitors in the US VoD market. Some of the new players that are entering that market, such as Peacock, are also doing so with advertising during content.
The idea of the VoD with advertising will now start in Spain. ViacomCBS has just set a date for the arrival of Pluto TV to the Spanish market. It will be at the end of this month of October. Pluto TV will premiere with 40 thematic channels and will be operational in addition to its website and mobile apps on Apple TV, Android TV or Amazon Fire TV television devices. The service will launch in Spain the AVOD (advertising-based video on demand) model, that is, access to content on demand but in exchange for doing so with advertisements in between.Users will also not have to register. Pluto TV has been presented as the totally free and registration-free option. In their European landing they insist that it is “free to view at any time”.
And, since it’s free, the service will live off the ads. Movistar will be in charge of marketing the ads in Spain.New ones will be added to the 40 channels with which it will open in Spain. They hope to close the year with 50 channels and reach 100 by the end of 2021. “I am convinced that Pluto TV will revolutionize the Spanish television and streaming market, introducing a new content consumption model based on vertical content and selected channels,” he promised. in the presentation of the service Raffaele Annecchino, President Viacom CBS EMEA and Asia, Digital and Mobile Strategy VCNl, as stated by VerTele .If it is a revolution or not, we will have to wait to see it, although it is clear that it opens a new door to a new streaming format in Spain.