Key Takeaways:
- Free doesn’t mean low-value. Mometu builds revenue by focusing on curated content, retention, and user experience.
- Ad-supported streaming is maturing. Nearly half of all SVOD users now prefer ad-supported tiers, creating scalable opportunities for platforms and advertisers.
- AI levels the playing field. Generative tools enable small businesses to create and run local ad campaigns affordably, boosting AVOD monetization potential.
As of Q1 2025, 46% of U.S. Subscription Video on Demand (SVOD) subscribers now opt for ad-supported tiers, which account for nearly 57% of all new sign-ups, surpassing their ad-free counterparts, according to Investopedia.
In fact, 75% of viewers have tried ad-supported plans, and their loyalty rivals that of paying subscribers, The Verge reports.
This surge in ad-supported streaming creates new opportunities for platforms, brands, and audiences alike.
But behind the scenes, monetizing free content involves more than just inserting a few ads and waiting for revenue. It requires strategy, engagement, and trust.
Bryan Louzil, VP of business development at Mometu, understands the nuance of this space.
With a background in film and business development, Bryan brings a grounded perspective on what it takes to grow a streaming service that puts viewers first.
In my interview with Bryan, he shared insights on what makes ad-supported monetization work, the pitfalls others often overlook, and how Mometu is preparing for what’s next.
Who Is Bryan Louzil?
Bryan is the vice president of business development at Mometu, a free, human‑curated streaming service offering indie films, documentaries, and live channels. He also founded the Mometu College Film Festival, championing student filmmakers. With 15 years in corporate sales and management and a lifelong immersion in film thanks to filmmaker parents, Bryan combines business strategy with a passion for unique storytelling.
The Simple Power of Free
Mometu’s monetization model is straightforward yet impactful.
“The model is fairly simple – we’re not re‑inventing the wheel… The benefit is all about the user, being that they do not have to pay for another subscription in order to watch quality content,” Bryan says.
“Our goal is to always make sure our users can use Mometu without a price tag.”
Running ads rather than charging subscriptions allows Mometu to remove friction for new viewers while keeping the platform accessible.
This helps broaden reach and diversify the audience, especially important when showcasing indie and international titles that might not surface on major services like Netfix, Amazon Prime, or Hulu.
And because all content is curated rather than algorithmically dumped, Mometu helps users find high-quality, often-overlooked films.
That’s key to delivering value and encouraging return visits.
Forget Vanity Metrics, Focus on Engagement
In the race for subscribers, many platforms fall into the trap of chasing volume over value. Mometu takes a different approach.
“The common mistake is focusing on the numbers, when at the end of the day we need to focus on our users and the content they want to watch,” Bryan explains.
Rather than tracking installs or ad impressions alone, the team focuses on user behavior:
- How long people watch
- How often they return
- Whether those numbers are trending upward
“If the average watch times are up and the number of daily and monthly users are also trending up, then we know we are doing something right.”
It’s a shift from raw growth to meaningful retention — an increasingly critical metric as the Ad-Based Video on Demand (AVOD) space matures.
Navigating Seasonal Ad Spend
One challenge for ad-supported platforms is the inconsistency of advertiser budgets. Unlike subscription models, AVOD revenue can fluctuate based on seasonality and market behavior.
“Sometimes monetizing can be difficult… advertisers are still used to the traditional broadcast method,” Bryan says.
This legacy mindset often causes agencies to overlook AVOD’s growing reach. But as more viewers shift to free streaming, attention and dollars are following.
“These agencies are seeing that a majority of people are using free ad‑supported services… The eyeballs are real and the potential is endless.”
Platforms like Mometu are helping to close that gap by proving that AVOD isn’t a second-tier option.
It’s a modern, flexible alternative with strong targeting and brand alignment capabilities.
How AI Democratizes Advertising
As generative tools become more accessible, small businesses can now produce ad content once reserved for big brands. That has big implications for AVOD revenue potential.
“There is a huge upside to small businesses being able to utilize AI to create inexpensive campaigns to promote their businesses to select zip codes and target audiences that matter to them. This is all upside,” Bryan shares.
Cheaper, faster ad creation means more advertisers can enter the space, especially those who were previously priced out.
This influx of smaller campaigns helps Mometu maximize fill rates and maintain revenue even during slower seasons when major brand buys dip.
It’s a win-win: more accessible tools for local brands, and more consistent monetization for AVOD platforms.
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And for agencies pitching in the crowded AVOD space, Bryan’s advice is clear: don’t try to be everything to everyone.
“Find your niche. Find your audience. Work every day as if bringing one more person to your service is everything your success depends on.”
It’s not about scale at any cost, it’s about knowing your identity, your viewers, and growing deliberately.
“At the end of the day, it is the people using your service that matter most.”
Ad-supported streaming is becoming the go-to choice for cost-conscious viewers who want quality content without another monthly bill.
Mometu positions itself as a practical alternative, offering value without requiring commitment.
“We see our free ad-supported platform as a way to cut costs at home so that those using Mometu have more to spend when they step outside of their house,” Bryan says.
With no risk of forgotten fees or unused subscriptions piling up, users can enjoy entertainment freely and flexibly.
That kind of no-strings-attached access can be a powerful differentiator.
Closing Advice: It's a Marathon
The AVOD space is growing fast, but that doesn’t mean overnight success.
While more platforms, brands, and agencies are entering the market, sustainable growth requires patience, consistency, and a deep understanding of audience behavior.
Success comes from focusing on user engagement, not just ad volume or install numbers.
As viewers continue shifting away from costly subscriptions, those who prioritize value and retention will build lasting loyalty.
As Bryan puts it, this space is a marathon, not a sprint.
