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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.