Reasons for watching AVOD services among Italian viewers 2022

Among Italian viewers in 2022, nearly two thirds indicated that their primary motivation for choosing to utilize ad-supported video-on-demand (AVOD) services was that they are free. Almost half stated that they also enjoyed the ease of access of such services, and were driven to utilize them as a result. In comparison, variety of content offered on AVOD platforms was a motivating factor for only about one fifth of viewers.

在2022年的意大利观众中，近三分之二的人表示，他们选择使用广告支持的点播视频（AVOD）服务的主要动机是因为这些服务免费。近一半的受访者表示，他们同样享受这些服务的便捷性，并因此被驱动去使用它们。相比之下，AVOD平台上提供的内容多样性仅成为大约五分之一观众选择使用服务的动机。