72% of Premium SVOD Viewers Keep Ads on at Least One Service

Streaming viewers have made their peace with ads. New Antenna data shows 40% of U.S. Premium SVOD consumers are now “Ad Managers,” or people who deliberately mix ad-free and ad-supported plans across the services they pay for. Factor in the 32% classified as “Ad Takers,” who only subscribe to ad-supported plans, and you’re looking at 72% of premium streamers with ads on at least one subscription. Meanwhile, the “Ad Oblivious” group, who have not been required to make a choice, fell 21% year over year to just 9%.

The more streaming-plan decisions people make, the more they land on ads. Among consumers who’ve made two or more ad-plan decisions in the past 24 months, 88% have opted into ads on at least one service. For advertisers, the takeaway is simple: ads are no longer the exception in streaming, and reaching premium viewers through ad-supported CTV means reaching most of them.

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