On-Demand Programming

What is On-Demand Programming?

On-demand programming refers to video content that viewers can watch at any time, rather than following a set broadcast schedule. Unlike traditional live TV, on-demand content is stored digitally and available to stream whenever the viewer chooses.

In the world of Connected TV (CTV), on-demand programming has become a core feature. It allows users to watch shows, movies, or clips on smart TVs and streaming devices like Roku, Fire TV, and Apple TV. This flexibility has changed how people consume content, making streaming more personalized and convenient.

How On-Demand Programming Works

On-demand programming is delivered over the internet using OTT (over-the-top) technology. Content providers store video files on servers, and viewers can stream or download them through a user interface on their CTV apps.

Viewers simply browse a library of available content and press play — no need to wait for a scheduled air time. Many platforms also offer pause, rewind, fast-forward, and resume features to make the experience seamless.

On-demand content is often divided into two main types:

• Subscription Video on Demand (SVOD): Access through a paid subscription (e.g., Netflix, Disney+).
• Ad-Supported Video on Demand (AVOD): Free to watch but includes ads (e.g., Tubi, Pluto TV).

On-Demand Programming vs. Live TV

The key difference is control. With on-demand programming, viewers decide what to watch and when to watch it. In contrast, live TV follows a fixed schedule, and viewers must tune in at specific times.

On-demand is ideal for binge-watching, rewatching old favorites, or discovering niche content. Live TV is still preferred for real-time events like sports, news, or award shows.

CTV platforms often offer both options, giving users a hybrid experience: instant access to past content and the excitement of live broadcasts.

Why On-Demand Programming Matters in CTV

On-demand programming plays a major role in the growth of streaming TV. It meets changing viewer habits by offering:

• Flexibility to watch on your own time
• Personalized experiences based on viewing history
• Wider content libraries than traditional TV

For content publishers, on-demand programming helps increase engagement, reach global audiences, and monetize through ads or subscriptions. It’s also easier to repurpose and distribute existing content across platforms.

For advertisers, on-demand means better ad targeting. They can reach specific audiences based on what viewers watch, when they watch it, and how they interact with content.

On-Demand Programming for Publishers

Publishers use on-demand programming to unlock long-tail value from their content. Whether it’s full-length episodes, short-form clips, or movie libraries, the on-demand format:

• Extends the lifespan of existing shows
• Supports global distribution without time zones
• Drives new monetization through AVOD and SVOD models

With the help of platforms like Wurl, publishers can deliver on-demand content directly to major CTV environments, without the need for custom infrastructure.

On-Demand Programming for Advertisers

In a CTV ecosystem, on-demand programming enables advertisers to connect with highly engaged viewers. Because users choose what to watch, ad placements are more relevant and effective.

Advertisers benefit from:

• Advanced targeting across households and devices
• Interactive ad formats within the content stream
• Measurement tools for real-time performance insights

On-demand advertising combines the reach of traditional TV with the precision of digital — making it a key part of modern media strategies.