BVOD Broadcaster Video on Demand

^{Updated: December 2025}

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What is BVOD (Broadcaster Video on Demand)?

Broadcaster Video on Demand (BVOD) is ad-funded video streaming from UK TV broadcasters such as BBC iPlayer, ITVX, Channel 4 and My5, combining TV‑style reach with digital-style targeting and measurement.

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BVOD 2025

• Linear TV + BVOD reach 87.8% of UK adults each week in 2025 - Thinkbox
• BVOD has an average of 92% view-through rate from start to finish - All Response Media
• BVOD ad spend is forecast to grow around 14–16% annually through 2025 - Statista

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TRADITIONAL TV BROADCASTERS ARE MOVING ONLINE

The TV industry is an evolving landscape that is quick to spot opportunities. As set-top boxes and connected TVs have become more popular, broadcasters have seen increased platforms for their content. The subscription model has made tremendous gains in attracting audiences. But subscription fees aren’t for everyone. BVOD fills the gap between linear TV advertising and social media video content.

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How does BVOD targeting work?

One of the most significant advantages of advertising on BVOD marketing is the ability to target specific audiences. BVOD services have access to a wealth of user data, including demographics, viewing history, and search behaviour. This data allows advertisers to create more targeted campaigns that reach the right audience at the right time.

ITV, Channel 4 and Channel Five maintain extensive first-party data from their VOD viewers via registration information. Sky, on the other hand, maintains a direct customer relationship, resulting in a wealth of household-level data that can effectively enhance your advertising targeting efforts.

Additionally, all three main broadcasters can leverage third-party data providers such as Experian for targeting. If you keep your first-party data, these broadcasters can craft customised target audiences. For instance, you can target non-existing customers or identify those at risk of churning.

Channel 4 have the following options for targeting viewers using data: Demographic – for reaching broad audiences. Interest – for reaching viewers on a level more comparable to other digital platforms, such as YouTube. Contextual – reaching audiences interested in Entertainment, Drama, Comedy or Youth. Brandmatch – This allows advertisers to “Bring their own data” which allows advertisers to use their 1st party customer data to identify and match viewers within Channel 4’s user base.

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How popular is BVOD in the UK in 2025?

• UK BVOD ad spend is forecast to grow about 14% in 2024 versus 2023, one of the fastest growth rates of any medium - Statista
• BVOD/AVOD viewing has grown to reach 36% of UK viewers, up 6 percentage points year-on-year - Advanced Television
• In 2025, linear TV and BVOD together reach 87.8% of UK adults every week, and over 90% of 16–34s - Thinkbox
• My5 viewing minutes grew 53% year-on-year in 2024 - Broadband TV News
• ITVX hit 3 billion streams in 2025, remaining the UK’s #1 commercial BVOD platform for two consecutive years - ITV

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GREATER ENGAGEMENT

BVOD viewers tend to be more engaged than traditional TV viewers. Viewers actively seek out high-quality content and are likelier to watch ads relevant to their interests. This increased engagement can lead to a higher ROI and lower costs for advertisers.

From a recent opinion leader: In short, it ignores an awful lot of influential factors — factors that are fundamental to what makes BVOD advertising so valuable: big screen, quality content, high attention, sound on, high view-through, brand safe, trusted.

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MEASURABLE RESULTS

BVOD platforms enable advertisers to measure the effectiveness of their campaigns. Advertisers can track metrics such as views, clicks, and conversions, allowing them to optimise their campaigns for better results.

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THE UK BVOD MARKETPLACE

The current UK BVOD marketplace comprises the mainstream broadcasters, each of which has launched its own BVOD offering. They are the license fee-funded BBC with iPlayer. ITV has ITVX, home to hits such as Love Island, Coronation Street and Emmerdale. Channel 4’s BVOD platform, is home to perennial favourites like Grand Designs, Bake Off, Married at First Sight and Taskmaster. Channel 5 has My5, whose audience tracks slightly younger than the others.

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HOW DOES BVOD PROVIDE FLEXIBILITY?

BVOD advertising offers flexibility that is not available with traditional TV advertising. Advertisers can adjust their campaigns in real time, responding to changes in viewer behaviour and tailoring their messaging accordingly.

Competition within the BVOD sector also means that broadcasters are looking for more advertisers to come on board. This competition strengthens the hand of any advertiser looking to sign up for media packages on BVOD platforms.

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COST-EFFECTIVE

BVOD advertising can be more cost-effective than traditional television advertising. Advertisers can target a specific advertising base, ensuring they reach the right people at the right time. This targeted approach can reduce waste and ensure that advertising budgets are used more effectively.

BVOD advertising is a great way to test whether TV advertising is a good route for your brand. BVOD can be used to build up a presence on TV. A burst strategy is a good way to build incremental exposure while keeping marketing budgets under control.

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BRAND SAFETY

BVOD platforms offer advertisers greater control over where their ads appear. Advertisers can ensure their ads appear only on specific channels or programs within VOD services. This control ensures that their brand is not associated with offensive content.

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A NEW ALTERNATIVE

Advertisers looking to position their brands within premium content should look at advertising on Netflix. The platform's growing ad-supported tier also allows advertisers to target a highly engaged audience who are viewing high-quality output.

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TRUSTED BY THE MEDIA INDUSTRY

Another essential benefit of advertising on BVOD platforms is the lack of ad fraud. Advertisers can feel confident that their ads are being delivered to actual viewers. Transparent budgeting also means that they are getting what they paid for. The lack of ad fraud on BVOD platforms is a significant advantage.

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WORKING WITH TOAST

If you’d like to talk to Toast about BVOD Advertising, please use the contact form on this page to get in touch.

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