What is Broadcaster VOD?
Broadcaster Video on Demand (BVOD) refers to ad-supported streaming services operated by traditional UK television broadcasters. The major BVOD platforms include BBC iPlayer, ITV Hub, All 4 (Channel 4), My5 (Channel 5), and UKTV Play. Unlike subscription services such as Netflix or Disney+, BVOD content is free to access, though supported by advertising.
Why BVOD Matters for Media Buyers
BVOD has become a critical channel in the UK media mix. It bridges traditional TV and digital viewing habits, capturing audiences who consume content on-demand rather than linearly. For media buyers, BVOD offers several advantages:
- Reach: BVOD reaches millions of UK viewers monthly, with iPlayer alone serving over 60 million monthly active users
- Targeting capabilities: Platforms provide demographic and contextual targeting, though less granular than pure digital channels
- Brand safety: Content sits within trusted broadcaster environments
- Measurement: Growing sophistication in attribution and viewing metrics
How BVOD Works
Content is typically available for 30 days after broadcast (catch-up), though some original content and box sets remain longer. Viewers can stream on-demand across devices – smartphones, tablets, smart TVs, and computers. Advertising appears in pre-roll, mid-roll, and post-roll formats, often with frequency capping to balance user experience with ad delivery.
BVOD vs. Linear TV
While linear TV remains significant, BVOD viewing has grown substantially. Younger audiences particularly favour on-demand consumption. This shift means media planners must allocate budget across both channels, with BVOD increasingly essential for reaching cord-cutters and younger demographics.
Planning BVOD Campaigns
When buying BVOD, consider:
- Programme placement: Target specific shows or content genres aligned with audience interests
- Device strategy: Mobile-optimised creative is essential given high smartphone consumption
- Frequency: BVOD platforms typically cap frequency to avoid user fatigue
- Cross-platform integration: BVOD often works best as part of a broader integrated campaign combining linear, catch-up, and digital
Current Landscape
The UK BVOD market continues evolving. Some platforms have introduced premium ad-free tiers (though remaining free with ads), and there's ongoing consolidation – ITV and Channel 4 have announced plans to merge their streaming services. These changes will reshape the BVOD buying environment.