A-VOD is Ad-subsidised VOD and refers to content that is ‘free’ to watch for viewer as funding for the content is sourced by adverts and/or registration data sold by the platform on which it is being viewed. Platforms such as Facebook which includes user-generated content is becoming increasingly popular due to the ease of viewing and huge ‘footfall’ generated by the sophisticated platform on which it is viewed (e.g. Facebook). This is a broad category which comprises of social media platform viewing (e.g. Facebook) and traditional broadcasters offering their content in this form of viewing (e.g. ITV Player mobile app). In many instances, delivering Video content is not the main purpose of AVOD applications Facebook Video for example is only one part of Facebook’s platform/services.