The Growth of TV and Video Content Options
Since the Foxtel streaming service launch in 1995, the world of TV viewing has never been the same. Suddenly, viewers had not just the traditional free to air stations of 2,7,9 and 10 but also an additional 20 channels full of international and local content available 24/7 available on subscription.
In 1997, after two years of government regulation, TV advertising changed forever with the introduction of advertising on subscription TV via Foxtel. However, it wasn't until the emergence of YouTube in 2007 that video and TV viewing consumption started to skyrocket. Today, with new devices, more services, better audience targeting options and the introduction of a pandemic, "Bamm", we have a tv viewing explosion and a plethora of advertising options.
And audience viewing numbers are impressive.
So precisely what services are available, what are the many services called, and where can you advertise? Let's break them down.
When launched, Foxtel was a Pay TV service delivered via cable to your home. While still available, this service is the incumbent of Foxtel Now and is seeing numbers decline due to subscription costs and accessibility.
Like BVOD and as a traditional player, Pay TV allows advertising.
Broadcast Video on Demand (BVOD), also called VOD.
The closest to TV and easiest to wrap your head around is Broadcast Video on Demand or BVOD. BOVD acts and breaths like traditional TV but is available to view anywhere, anytime and is distributed free by our conventional broadcast networks. Examples are 9Now, 7Plus, 10Play and Foxtel Now.
These Networks allow advertising before, during and after programming in a non-skippable format with excellent targeting options.
Subscription Video on Demand (SVOD)
Think Netflix or Stan and you're thinking examples of SVOD. Since 2015, the use of these services has exploded and relies solely on subscription fees (at this stage) for content provisioning. There is current discussion on introducing advertising, but this is a medium that remains advertising free.
Premium Video on Demand (PVOD) capitalises on premium content such as just-released movies, allowing users to pay a premium to access fresh content without advertising. Examples of this service include Apple TV, Disney Plus and Amazon Prime.
Ad-supported Video on Demand (AVOD)
The best example here is YouTube, which provides almost unlimited video content with constant and varied advertising options from skippable to non-skippable, pre-mid and post content.
A word on Catch-Up TV
You may at times hear the team Catch-up TV, but this is somewhat of an antiquated term. Catch-up was what BOVD started as years ago - an option for viewers to literally "catch-up" on a program they had previously missed. These days, BVOD offers a much broader range of programming that can be viewed on-demand across any device.
There is a vast current ecosystem of viewable content of which only AVOD, BVOD and some live streaming services offer advertising in 2021. However, the future looks bright for advertisers as content providers such as Disney Plus looks to provide ad space by 2023.
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