According to a recent study by streaming device maker TiVo, US consumers use an average of 9.86 streaming services, up from 8.8 last year. This is the first time in history that we have come so close to a two-digit number. This increase has been helped in particular by the acceleration of the adoption of free services supported by the ad.
Voice over to TiVo's Walt Horstman
The share of free services in 2022 represents 32% of all platforms used by consumers. This proportion was 26% at the end of 2021. However, rich content remains a priority: 70% of respondents consider spending on video entertainment to be a moderate to high priority. What's more, despite galloping inflation, only 25% of respondents say they have reduced their spending in this sector. "Entertainment, and especially video content, is a priority for consumers," said TiVo's Walt Horstman. But if they can access it at a lower price or for free, they show a growing tolerance for advertisements that intersect their content.”