Although it was barely conceived just a couple of years ago, advertising on platforms streaming Not only is it a reality but for many consumers it is a preference, especially if it means that the price of the subscription will be reduced.
This is according to recent research by Hub Entertainment Research, carried out among 3,000 American consumers between 14 and 74 years old who watch at least one hour of television a week. However, although the analysis points to an increase in tolerance to advertisements on on-demand content services, This has not yet reached the levels of advertising on live television.
66% would choose the option with advertising if it means saving on their subscription
According to the study, the growing acceptance of streaming advertising by consumers is due, on the one hand, to the greater number of platforms that offer this option, and on the other, to the reduced price linked to plans that include ads. Thus, 66% of those surveyed indicated in December 2024 that they would choose the option with advertising does mean saving between 4 and 5 dollars; a figure that in June 2021 stood at 58%.
However, tolerance for advertisements is still lower than that experienced for advertising on live television. Respondents consider that the advertisements they are exposed to when watching live television integrate more naturally into the experience and, therefore, are more “tolerable”, even among those who were born in the era of streaming television.
Thus, according to the analysis data, 61% of respondents aged between 55 and 74 consider that live television advertising It is more tolerable than that offered during on-demand content. The figure grows to 66% for users between 35 and 54 years old and 69% for those between 16 and 34 years old.
Hub Entertainment Research’s research also looks at other issues, such as attention to advertising. Respondents indicate that the reasonable amount of advertisements is less than 11 spots every half hour and less than 90 seconds per advertising break.
In this sense, when the number of advertisements is reasonable, 38% of viewers assure pay attention to all or most of the ads, while 41% say they pay attention to some. On the other hand, when the amount of advertising is not reasonable, only 25% aim to pay attention to all or most of the ads.
However, when it comes to experience, users consider that the platforms AVOD -those subscriptions with advertising plans- and those FAST -free streaming platforms that include ads- offer the best experience in terms of advertising, compared to cable television or video platforms that include live television, such as YouTube TV.
From Hub Entertainment Research they point out that the data shows how in the last three years a significant segment of the audience prefers to watch ads if they can. save on your content subscriptions. This offers opportunities for both streaming services and advertisers, especially as platforms move towards live events.
Netflix says 50% of its new subscriptions are for the ad-supported plan
The data shared with the company would support those offered in November by Netflix. The platform announced that its ad-supported plan has 70 million monthly active users globally, and that around 50% of new subscriptions are made for the ad-supported plan in those markets that have this option.
It should be remembered that Netflix launched its advertising-supported option in 2022, setting a trend in the landscape of global streaming services. In 2024 Amazon also opted for add ads to all your programming of Prime Video, offering the possibility of eliminating advertising by paying more. Other large streaming services such as Max, Paramount+, Peacock and Hulu have also long had levels of advertising in the US market.
