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services, including Hotstar (Disney) with about 400M active users, while Amazon Prime and Netflix each hold a 20 percent share of the country’s OTT market. While the most preferred OTT services in India and China are ad supported, AVOD has only recently become attractive service additions for people in the rest of the world … thank gawd! Until this year, ad-supported services only existed in the long shadows of subscription services until people suddenly began suffering from subscription fatigue. Joyn, Tubi, Rakuten, Pluto TV and Peacock have been low-key “free” services in the America’s and EU. “Ad-supported services were thought of as low-quality, ancient shows/movies until recently,” McLennan noted. “Backed by major entertainment players, Tubi/Fox; Joyn/ProSiebenSat.1 and Discovery; Rakuten; Pluto TV/ViacomCBS and Peacock/Comcast’s NBC Universal have upgraded and expanded their content libraries, enhanced their UIs (user interfaces) and expanded their marketing and international reach. “For example, Pluto is now regularly recording 80M users/month while Tubi has 33M MAUs (monthly average users) and both are aggressively expanding in Latin American and European markets,” he said. McLennan said there are two key reasons the ad-supported services are growing: - People suddenly find 4-5 SVOD services aren’t any less expensive than their cable bundle - The services maintain a much shorter ad slot – 3-4 minutes per 60-minute show vs 15-20 minutes in broadcast shows He continued, saying, “Because the services are IP-based, marketers are beginning to understand they are more easily able to serve ads to people who more closely meet their product’s ideal customer profile and are tailored to their wants and needs. “In other words, it is more precise than broadcast TV’s GRP (gross rating point) system, so the ads are less obtrusive and better accepted,” he added.