New research from Rakuten Advertising has found that UK consumers are interested in ad-funded VoD services, but they may not be aware of such services.
The company found 60 per cent of UK consumers said they would be likely to sign up to an AVoD service, but only 37 per cent are currently aware of AVoD offerings.
Almost one fifth (18 per cent) of UK consumers believe their use of AVoD services will increase over the next month as a result of the lockdown.
The company also found 38 per cent of UK consumers are spending three hours or more a day watching video-on-demand (VoD) services during lockdown.
The average UK home has signed up to at least two VoD services during the pandemic lockdown. Around 30 per cent of respondents said they use VoD services to consume video content, followed by traditional linear TV viewing (48 per cent), and ahead of video sites (11 per cent) and social media (10 per cent).
The research is based on a survey of more than 4,000 adults across the UK, France, Germany, Italy, Spain and the Netherlands in April 2020, conducted by Qualtrix for Rakuten Advertising.