The AVOD (Ad-Supported Video on Demand) market in the United States continues to showcase the intense competition among streaming services. In Q2 2024, Tubi TV emerged as the clear leader, capturing a substantial 30% market share. This performance positions Tubi TV ahead of major competitors like YouTube and The Roku Channel, whose combined market share (27%) still falls short of Tubi’s commanding presence.
Freevee, another major player in the AVOD space, secured a solid second place with a 20% market share. While not quite at Tubi’s level, Freevee’s position is robust, boasting a share size that is double that of The Roku Channel, further solidifying its place in the AVOD landscape.
YouTube, The Roku Channel, and Pluto TV followed in the rankings, each contributing to the diverse range of options available to viewers. Notably, YouTube, with its 17% share, continues to be a significant force, while Roku Channel and Pluto TV held 10% and 8% of the market respectively.
Other platforms like Plex, Rakuten VIKI, and smaller services categorized under “Other” made up the remainder of the market, highlighting the fragmented yet competitive nature of the AVOD industry.
Market Share Development in 2024: Tubi TV and The Roku Channel Show Growth, Freevee Faces Challenges
As we delve into the market share development from January to June 2024, a few trends become apparent. Tubi TV and The Roku Channel have both seen growth, with each service increasing their market share by +1% by June. Tubi TV’s growth further solidifies its top position, while The Roku Channel’s incremental gain, despite being smaller, is a positive indicator of its growing user base.
On the other hand, Freevee experienced a slight decline, losing -1% of its market share over the same period. This dip suggests that Freevee is facing challenges in maintaining its earlier momentum, possibly due to intensified competition or shifting viewer preferences.
Other platforms like YouTube, Pluto TV, and Plex have shown relative stability in their market shares, with minor fluctuations that suggest a steady, if not stagnant, performance during the first half of the year.
The AVOD market in the United States remains dynamic, with leading services like Tubi TV and Freevee vying for dominance. The ongoing shifts in market share underscore the competitive environment, as these platforms continue to innovate and adapt to the evolving preferences of their audiences.
