Originally published: Mumbrella, 17 December 2020
The shift is here to stay, argues Pure.amplify’s general manager of media business Tasneem Ali.
Broadcaster Video on Demand (BVOD) is enjoying spectacular growth, with Australians spending three times as many weekly minutes on BVOD compared to three years ago. BVOD is available across a range of different screens and devices, from mobiles and tablets to computers and televisions, but the biggest consumption by far is on Connected TVs – also known as Smart TVs – which account for 48% of on-demand screen use.
While recent BVOD usage has been driven by more people staying at home due to the COVID-19 pandemic (up 48% during lockdown, compared with a 9% rise for conventional broadcast TV), the changes it has made to audiences is permanent. Rather than a temporary spike, the shift has been accelerated, and it’s here to stay. More than ever, people are incredibly busy and seeking flexibility. They want to consume content on their own schedules. Marketers must embrace this trend into 2021 and beyond, as BVOD offers a unique opportunity and several benefits for advertisers.