Consumers are getting maxed out on subscriptions. Whilst subscriptions soared in lockdown, the return to (mostly) normal now means there’s less consumer demand for at-home entertainment. Coupled with the rising cost of living, consumers are closely examining where they’re spending their disposable income.

Using advertising to grow and retain
For Video on Demand (VoD) providers, getting advertising right will help determine the champions of this new streaming war. Competition is tough; entertainment brands were the largest advertising spenders last year in the UK. But is this advertising as effective as it could be? Is it an Oscar winning performance or a box office flop?

To understand how effective this advertising is, Kantar tested a range of VoD provider ads covering brand, trailer and sports from the major entertainment on demand brands in the UK, to find the winning strategies and common pitfalls. From our research, we’ve learnt:

  • When to follow advertising best practise

  • When to break with convention

  • The advertising levers VoD advertisers need to improve


Want to know more? Fill in your details on the form to download the VoD Advertising Report. Find out how we can build your bespoke playbook and help you in your creative development journey. 

Download the report

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