Who Uses the Top AVOD Services?

In the world of streaming services, who is turning to ad supported video on demand (AVOD) services? To find out, we turned to the data.

InMobi’s intelligence solutions build a holistic understanding of consumers across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party carrier data to stated feedback directly from the customers. In particular, we looked at the following video streaming services:

• Pluto TV
• Tubi TV
• Vudu
• Crackle

So what does the data reveal?

Understanding the Users of The Top Ad-Supported Digital Video Services

Demographics:

• Men are more likely than women to have these apps on their mobile devices. Across all four apps, 60% or more of app owners are male. Men are also more likely to watch content from these platforms through their mobile websites.
• Crackle and Tubi have established a market for themselves with the critical 18-24 age range. Over 12% of Tubi’s mobile web traffic and more than 16% of Crackle’s mobile web visitors are from this crucial age range.
• Pluto TV’s mobile audience tends to skew slightly older, while the bulk of Vudu’s audience on mobile is in the 26-45 age range.
• Vudu is the only app where more than 50% of app owners are White. Of the four brands reviewed, Vudu is the only mobile website where at least 31% of mobile web visitors are Black/African-American.

Income:

• Over 70% of Crackle’s mobile web visitors make less than $75,000 a year, although most college students and retirees are in this income bracket.
• Close to one in five Pluto TV mobile web visitors makes between $35,000 and $50,000 annually.
• Over 27% of those with the Vudu app and more than 29% of Vubu mobile web visitors have annual incomes of $100,000 or more.
• Close to 39% of Crackle app owners make between $50,000 and $100,000 a year.

Interests and Motivators:

• People with at least one AVOD app on their mobile devices are likely to have multiple streaming video and entertainment apps. In particular, this audience likes watching old/classic movies and TV shows.
• People with the Pluto TV and Vudu apps watch streaming video for over 98 minutes per session through these platforms.
• Pluto TV, Crackle and Tubi are really popular with car buffs. Pluto TV is also really popular with online shoppers, social media enthusiasts and photo enthusiasts.

Location:

• Crackle is most popular in Chicago. A significant percentage of Tubi’s mobile web traffic is from the Windy City as well.
• The Vudu app is especially popular in Texas, with many app owners particularly in Houston and San Antonio.
• Eight of the top 10 ZIP codes for Tubi app owners are in cities.

How To Use This Data To Inform Your Mobile Strategy

These insights are interesting, but how can all of this information from InMobi Pulse be used intelligently to further your business aims? For starters, it’s important to note that there is a sizable audience for ad-supported streaming video. While brands like Netflix and Amazon Prime Video have built large audiences, millions of people are still using AVOD apps to watch content.

Who specifically is using these services? Many viewers of AVOD content are young, not White, highly interested in cars and living in or near major urban centers.

Curious to see more insights? Reach out today to learn more.

Understanding the Wider Mobile Streaming Video Content Market

In terms of mobile video streaming, many people think about subscription video on demand (SVOD) services like Netflix, Amazon Prime Video and HBO Now. For more information on some of the top OTT platforms (particularly Hulu, Amazon Prime Video and Netflix) be sure to check out this blog post.

In this world of streaming video premium content, ad-based video on demand services have carved out a space for themselves. For example, in June 2019, Tubi announced that they had over 20 million monthly active users in North America, and their mobile app was downloaded more than 3 million times in the last three months of 2019. Pluto TV, Vudu and Crackle also registered significant download numbers in Q4 of last year, which is helping ad revenues in the industry to grow rapidly.

The future holds even more opportunity for the streaming video world. The connected TV (CTV) space will likely grow rapidly in 2020 and beyond, coming off the back of strong performance from the Roku Channel and other CTV platforms. And, as viewers keep turning to these channels to watch live streamed content, expect streaming video viewing to expand by leaps and bounds in the foreseeable future.

Our Commitment to Data Privacy: What You Need to Know About This Data

InMobi takes user privacy extremely seriously. We meet the most rigorous governance, compliance, and security standards. We have collaborated with consumer advocacy groups and incorporate guidelines from multiple federal government agencies to define industry-leading practices for data governance in the U.S.

Users retain complete control over the data they provide, have a choice in whether they participate and have transparency as to how their data is utilized. Subscribers have constant access to their privacy elections through multiple telco touchpoints. The patented anonymization platform ensures data sets are 100% secure, and are refreshed to ensure all data are anonymized.