BVoD: when TV becomes a streaming platform... to be monetised

The rise of BVoD: a response to new uses

Broadcaster Video on Demand (BVoD), or video on demand offered by traditional broadcasters, is experiencing significant growth worldwide, in response to changing consumption habits for audiovisual content.

The momentum of video-on-demand is underpinned by shifting consumer preferences towards content available on-demand and the diversification of business models, such as AVoD (ad-supported video, i.e. YouTube) and SVoD (subscription video-on-demand, i.e. Netflix, Disney+, Prime Video, HBO Max). 

These trends underline the growing importance of Video on Demand in the global media landscape, offering traditional broadcasters an opportunity to adapt to new consumer expectations and diversify their revenue streams with the development of their own BVoD offering (RTL+, TF1+, M6+, Joyn, VOYO, Peacock etc.). Let's face it, the gradual and continuing erosion of advertising revenues from traditional TV channels - they are set to fall by 12% between 2020 and 2024 according to Statista - is leading publishers to redefine their strategies to capture an increasingly volatile audience. BVoD is emerging as a key solution for combining the power of premium TV content with the flexibility and targeting of video on demand.

Example: Example: In 2024, a local cosmetics brand in Central Europe successfully tested the BuyTryShare offer in its ads broadcast on the VOYO platform, the CME group's BVoD, by integrating 5‘’ BuyTryShare spots after each main spot. The result: a QR Code conversion rate of 10.2% and a 22% uplift in brand awareness.

The importance of customer testimonials in the purchasing process

Today, 95% of consumers read online reviews before buying a product, and 49% of them trust them as much as a personal recommendation. These reviews have a direct influence on the online purchasing process and have become essential for advertisers looking to stand out from the crowd.

BuyTryShare is capitalising on this trend by integrating authentic customer reviews verified in accordance with the AFNOR NF522 standard. These reviews are broadcast in 5-second spots, accompanied by a QR Code that links to a dedicated page containing full testimonials.

According to a study by the Spiegel Research Center, products with customer reviews see their sales increase by 270% when they go from 0 to 1 review. This increase rises to 380% when the product goes from 0 to 100 reviews. What's more, the study reveals that products with an average rating of between 4.2 and 4.5 stars are perceived as more credible than those with a perfect 5-star rating, reinforcing the notion of authenticity.

Example: During a campaign for a food brand in the Czech Republic, BuyTryShare integrated authentic customer reviews after traditional TV spots. The QR Code click-through rate reached 8.5%, generating 3,000 additional visits to the brand's e-commerce site.

The BuyTryShare format: 5 seconds to grab attention

In a world where consumer attention is increasingly volatile, the 5-second format developed by BuyTryShare is perfectly in line with current marketing dynamics. According to a Microsoft study, the average attention span of an Internet user has fallen from 12 seconds in 2000 to just 8 seconds in 2015 - less than that of a goldfish. This means that brands have an extremely short window of opportunity to capture the interest of their audience.

The ContentBacon article highlights the crucial importance of those first few seconds: ‘You have five seconds to convince a consumer to stay on your page or engage with your content.’ In this context, the BuyTryShare format, with its 5-second advertising spots incorporating a QR Code and authentic customer reviews, offers an effective solution for attracting attention quickly.

Case in point: A campaign in Romania for a telecoms operator used the BuyTryShare 5’ format to promote a special offer. The integrated QR Code redirected to a registration page offering an exclusive discount. The result: 5,000 scans of the QR Code and a conversion rate of 14%.

There are several reasons for this success:

• A simple message: in just 5 seconds, the spot conveys a clear, direct message, avoiding information overload.

• Social proof: Incorporating authentic customer reviews adds credibility to the advertising message.

• Interactivity: The QR Code provides an immediate gateway to additional content, encouraging consumer engagement.

In short, BuyTryShare's 5-second format is the perfect answer to the demands of modern marketing, where every second counts to capture and hold the attention of an audience that is solicited from all sides.

Monetising advertising space for media publishers

For the advertising sales houses of major publishers, BuyTryShare is becoming a strategic lever for increasing their revenues while maximising the effectiveness of their advertising campaigns. Rather than suffering the erosion of TV revenues to the benefit of GAFAMs, BuyTryShare makes it possible to add value to the TV audience by transforming passive viewers into active participants through authentic and engaging testimonials.

By 2025, TV advertising revenues are set to fall by a further 7% in Western Europe. However, publishers incorporating innovative formats such as those offered by BuyTryShare can justify an average CPM increase of 15%.

Example: The CME media group integrated 5‘’ BuyTryShare spots for three non-competing brands, increasing the CPM by 20% and generating additional revenue of €150,000 over a 3-week period.

Conclusion: BuyTryShare, a revenue catalyst for BVoD... and the shelf.

In conclusion, at a time when traditional advertising is increasingly contested and revenue growth for broadcasters is weakening year on year, BuyTryShare offers an innovative solution for reinventing the TV advertising experience via BVoD... but also in the linear format! A short format, an engaging QR Code and credible reviews: the recipe for capturing viewers' attention while reinforcing the credibility of advertising messages. For media publishers, it's an opportunity to win back a shrinking advertising market and reconnect with a more attentive and receptive audience. For brands: an opportunity to transform television into an acquisition tool!

% Compound Annual Growth Rate (C) BuyTryShare 2025 - All rights reserved.