The AVOD market in the U.S. has grown significantly over the last few years. But while the growth used to be mainly driven by YouTube, which accounted for almost 95% of AVOD revenues in 2014, the market has become more diversified with the consolidation of today’s major players : Pluto TV, Tubi, Roku Channel or Vudu, all accounting for more than 20 millions monthly active users at the end of Q1 2020.
In fact, the competitive environment is becoming more and more overcrowded, as numerous small players have entered over the last 3 years. If most of them used to be privately owned, a growing number of emerging players ended being acquired by major studios, eager to find new ways to spread their content. In the wake of that trend, Comcast is the latest major player to enter the AVOD ecosystem.
After acquiring Xumo in February, and reaching a deal with Walmart to acquire Vudu in April, Comcast is now about to launch its own platform: Peacock. Peacock will gather content from the huge catalogue of NBC-Universal, while being packaged in three different offers : a 100% free ad-supported tier, with a reduced amount of content, a premium ad-supported tier, with 10,000 hours of programming, for 4.99$, and a premium offer free of ads for 9.99$.
If content segmentation is not brand new in the U.S. AVOD ecosystem (Disney is doing the same with Hulu for years now), Comcast is going even further with offers designed to attract every type of content consumer in the U.S.
The service, expected to be launched on July the 15th nationwide, is already being available for Comcast cable customers for two months now.
On a global perspective, 2020 is expected to be a particularly strong year for AVOD in the U.S., due to COVID-19 context and the saturation of SVOD market.