As the media landscape continues to evolve, connected TV (CTV) platforms, combining different broadcasting models such as BVOD (Broadcaster Video on Demand), AVOD (Advertising Video on Demand), and FAST (Free Ad-Supported Streaming TV), are emerging as key players in the advertising ecosystem.
They are redefining how content is consumed and unlocking new opportunities for advertisers and the advertising market as a whole.
Meeting Diverse Expectations
Today’s consumers seek accessible, diverse, and often free alternatives to watch their favorite programs. According to an Ipsos study, over 80% of French consumers believe there are too many paid platforms and too few differences between them to justify their cost. This explains the rise of platforms like M6+ and TF1+, which offer comprehensive ad-funded content catalogs.
Broadcasters Strike Back!
Historically, broadcasters focused on linear broadcasting. However, with the rise of the internet, changing viewing habits, and the expansion of streaming platforms, they have had to rethink their strategies. Players like TF1 with TF1+ and M6 with M6+ in France illustrate this transition by adopting a "digital-first" approach and prioritizing content diversity.
"On our TF1+ streaming platform, we are now fully immersed in the digital world, forming a synergy with television. However, our focus remains firmly on digital. In January, we launched a new platform, marking our transition from a simple catch-up service to a comprehensive video content hub, aggregating TV and other sources" explains Mélanie Petit, Marketing Group Manager for TF1+, Data, and Convergence at TF1 Pub.
M6+, for instance, has expanded its accessibility to connected TVs receiving DTT through HbbTV technology, aiming to reach 85% of compatible TV sets by the end of 2025.
"The launch of M6+ represents a major investment in content, doubling our offering from 15,000 to 30,000 hours, including 10,000 hours of exclusive content" says Maxime André, Director of Marketing, Innovation, and Communication at M6 Publicité.
Since its launch in May 2024, the platform has seen a 40% increase in viewing hours, demonstrating strong user retention.
Meanwhile, TF1+ is celebrating its first anniversary with 33 million monthly viewers, each watching an average of five hours of content per month. The platform has expanded into neighboring French-speaking countries and now aggregates third-party content from partners like Arte, Le Figaro TV, and Deezer. With a 40% increase in advertising revenue in 2024, TF1+ is planning new ad solutions and further geographical expansion in 2025.
Streaming platforms: targeting the TV Screen
At the same time, streaming platforms are strengthening their presence on connected TVs. YouTube, for example, is making the TV screen a strategic pillar of its growth. In France, Isabelle Allanche, Director of YouTube Ads, stated in early November that connected TVs are now the second most-used screen for YouTube after mobile. Over two years, CTV viewership has grown by 35%, and nearly 40% of non-skippable ad impressions in France are now delivered on connected TVs—an increase of 28% in just one year.
This positioning demonstrates YouTube’s ambition to compete with traditional broadcasters and maximize the potential of video ads on big screens while adapting formats for collective and engaging viewing experiences.
BVOD, AVOD, and FAST: The Advertising Models of CTV
For advertisers and agencies, it’s decision time. Which TV format should they prioritize for their campaign? Which model can help boost reach? Which CTV setup drives the most engagement?
BVOD, AVOD, and FAST all rely on advertising but offer different viewing experiences—from on-demand catch-up TV to free streaming and a reimagined linear experience. Here’s a breakdown of these complementary advertising models:
- BVOD (Broadcaster Video on Demand): These platforms, typically owned by TV networks, offer catch-up or on-demand content. They attract loyal audiences and generate revenue through advertising.
- AVOD (Advertising Video on Demand): This business model provides free content to users in exchange for watching ads. The most well-known AVOD platform is YouTube, but other players like Pluto TV and Rakuten TV are also competing in this space, attracting audiences willing to accept ad interruptions for free content access. Unlike FAST TV, AVOD allows users to choose what they watch since it is not a linear format.
- FAST (Free Ad-Supported Streaming TV): Inspired by the traditional linear TV model, FAST channels offer themed, ad-supported streaming content. This model mimics the experience of traditional television but without the need for terrestrial broadcasting. Like AVOD, it is free, but its linear format sets it apart. Unlike on-demand services, users do not select specific content to watch but instead connect to a continuous stream, similar to turning on a traditional TV channel.
The Complementarity of CTV Strategies
Combining BVOD and AVOD provides strategic advantages for advertisers.
Thanks to the Bee solution, brands can assess the complementarity of these channels and measure the overall reach generated by these two approaches.
A recent campaign, published in the BeeBook 2024, demonstrated that these models largely reach distinct audience segments with minimal overlap, validating a strategy that leverages their combination. These insights help advertisers optimize their investments while enhancing their reach among key audiences.
The Future of TV Platforms
With the convergence of linear TV and digital, platforms offer advertisers a unique opportunity to reach precise audiences in highly engaging contexts.
These models enable the optimization of advertising campaigns through advanced measurement tools, fostering a deeper understanding of viewer behavior. Advertisers can maximize their return on investment by combining creativity, enriched data, and effective targeting.
The future of TV platforms relies on their ability to provide flexible solutions and seamlessly integrate advertising into the user experience, ensuring enhanced ad performance and long-term customer satisfaction.
