Video Users 2022

AVOD and SVOD Spaces Teem With Activity Beneath Steadying User Toplines

Report by Max Willens  | Nov 30, 2022
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Table of Contents
Executive Summary
Key Points
How Big Is This Market, and What Kinds of Video Are People Watching?
Which Content Formats Are People Watching?
What Does This Forecast Mean for My Industry?
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Sources
Media Gallery
About This Report
Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.
Topics
Digital Video
United States
Table of Contents
Executive Summary
Key Points
How Big Is This Market, and What Kinds of Video Are People Watching?
Which Content Formats Are People Watching?
What Does This Forecast Mean for My Industry?
Read Next
Sources
Media Gallery

Executive Summary

Digital video viewing has become fully mainstream across every demographic. But the kinds of video people watch—and how many services they view them from—will evolve rapidly in the near term.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. Who’s watching digital video and where?
  2. How will the digital video audience change over the next few years?
  3. What are the most popular digital video formats?

WHAT’S IN THIS REPORT? Our forecast for digital video viewers in the US, including subscription and ad-supported OTT video viewers. Plus, third-party data points on how many streaming services consumers are likely to subscribe to.

US Ad-Supported Video-on-Demand (AVOD) Penetration, 2022-2026 (% of population)
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KEY STAT: After years of subscription OTT services dominating the conversation around streaming, more than half of the US population will be watching content on at least one ad-supported video-on-demand (AVOD) service monthly by 2026.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Big Is This Market, and What Kinds of Video Are People Watching?
  1. Which Content Formats Are People Watching?
  2. What Does This Forecast Mean for My Industry?
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Ad-Supported Video-on-Demand (AVOD) Penetration, 2022-2026 (% of population)US Digital Video Viewers, by Race/Ethnicity, 2022-2026 (% of population)
US Average Time Spent With Digital Video, by Device, 2020-2024 (hrs:mins)US Subscription OTT Video Penetration, by Service, 2022-2026 (% of population)

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Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
How Big Is This Market, and What Kinds of Video Are People Watching?
Which Content Formats Are People Watching?
What Does This Forecast Mean for My Industry?
Read Next
Sources
Media Gallery
About This Report
Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.
Topics
Digital Video
United States
Table of Contents
Executive Summary
Key Points
How Big Is This Market, and What Kinds of Video Are People Watching?
Which Content Formats Are People Watching?
What Does This Forecast Mean for My Industry?
Read Next
Sources
Media Gallery
Download PDF

authors

Max Willens

Contributors

Ross Benes
Senior Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Zach Goldner
Forecasting Analyst
Paul Verna
Principal Analyst