Why AVOD Services Like Xumo Stand to Benefit With Rise of SVOD Offerings Like Disney+
It may look like the year of subscription video on demand (SVOD). But for Xumo CEO Colin Petrie-Norris, the growing list of subscription services only means ad-supported streaming is about to take off. Petrie-Norris doesn’t see SVOD and AVOD as an either-or proposition. Instead, he sees the launch of several high-profile streaming services – including Disney+, Apple TV+ and upcoming HBO Max, Peacock and Quibi — as a boost to ad-supported streaming in a rising tides lifts all boats fashion. For Petrie-Norris, who runs Xumo from the company’s Irvine, California headquarters, ad-supported streaming will only stand out more as viewers continue to grapple with having to for half a dozen streaming services. The thinking goes: If free, ad-supported shows worked for the TV industry for decades, why can’t it work in the streaming age — especially when customers are being asked to spend more each year on the best-known streaming services? “AVOD will benefit and grow off the back off the subscription [services]. They will drive people to streaming, and AVOD will be the beneficiary,” he said. “As long as we can get the quality right. People are not tolerant of people just barfing ads up all over the place...
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