Why BVOD has become a pillar of the TV mix in the streaming era
You already know it: TV has changed. Linear viewing is declining, usage is fragmenting, and screens are multiplying. The conclusion? Video is still being watched just as much, but differently. On demand, across all screens, and increasingly via streaming platforms operated by US tech giants, as well as by broadcasters themselves, who are actively engaged in a digital transition.
It is in this context that BVOD (Broadcast Video On Demand) has established itself as a fully-fledged strategic lever within cross-screen TV plans. Neither a simple replay extension nor an alternative to global streaming platforms, BVOD now ticks several key boxes for advertisers and their agencies.
BVOD is a direct response to changing TV viewing habits
The rise of Connected TV is redefining how video is consumed. In Europe, nearly 8 out of 10 households are now equipped with a Smart TV, and 77% of video-on-demand content is consumed on the TV screen.
Faced with fragmentation between linear TV and streaming, broadcasters have accelerated their transformation. TF1+, M6+, france.tv, RTL+ or Joyn are no longer simple catch-up services, but fully-fledged on-demand content platforms designed for non-linear and multi-screen consumption.
BVOD is fully embedded in the CTV ecosystem: it is streamed via IPTV or OTT, while retaining the codes, reach and power of TV.
BVOD is a premium environment driven by established broadcasters
The first major strength of BVOD lies in its distribution context.
Unlike global streaming platforms, BVOD services are developed and operated by broadcasters whose editorial and advertising expertise is well established. For advertisers, this means:
- a premium viewing environment with controlled ad breaks,
- a brand-safe and transparent framework with appropriate content contexts,
- an advertising experience designed for the big screen.
Unlike many AVOD environments, BVOD is free to access and delivers large-scale audiences. For example, M6+ reported nearly 29 million monthly unique users in spring 2025.
BVOD is a powerful incremental reach lever for advertisers
In a landscape where audiences are split between linear and non-linear viewing, BVOD plays a key role. It reaches households that consume little or no linear TV.
For example, when combined with a linear TV campaign, BVOD can generate up to +17 points of incremental reach among exclusive households, with a low level of duplication. BVOD is not a “bonus” in the TV plan, it is a structural lever to secure incremental reach in a context of de-linearized content consumption.
Loyal BVOD audiences with low duplication
Another key insight: BVOD audience loyalty. When advertisers activate multiple BVOD platforms with identical targeting, results from BEE, our cross-media measurement solution, show:
- largely exclusive audiences by platform,
- very low duplication,
- distinct and compartmentalized consumption environments.
In other words, viewers remain attached to their preferred programs and platforms, reinforcing the value of a multi-platform BVOD mix to maximize on-target reach without duplication.
BVOD and AVOD: competition or complementarity?
This question comes up often: should advertisers arbitrate between BVOD and AVOD? BEE results point instead to a natural complementarity. With identical targeting, campaigns combining BVOD and AVOD show:
- very little audience overlap,
- different viewing peaks depending on the time of day,
- and therefore distinct video consumption behaviors.
In short, each lever reaches different households. Combining them increases overall reach while limiting waste.
The digital impact of BVOD
Beyond exposure, BVOD also proves its ability to drive engagement. In some cases, still measured with BEE, audiences exposed via BVOD generate up to twice as much online engagement as those exposed via other TV devices, particularly Addressable TV.
This clearly positions BVOD at the crossroads of reach and performance, fully integrated into Total Video strategies.
Measurement: the key to unlocking BVOD’s full value
Last but not least, without unified measurement, BVOD only reveals part of its value. Comparing the respective contributions of linear TV, BVOD, AVOD or Addressable TV requires a cross-device approach capable of:
- measuring incremental reach delivered by each activated TV device,
- managing frequency to avoid waste (a growing concern, let’s be honest),
- tracking reach build-up over time,
- analyzing engagement by activated device,
- and optimizing cross-media strategies from one campaign to the next or over the long term.
This is exactly what BEE enables, through its de-siloed measurement approach—essential to turning BVOD into a true media optimization lever.
