Almost Four in Ten Viewers Will Watch Ads for a Cheaper Streaming Subscription

Streaming viewers are looking to find a balance between price and experience. According to new research from Attest, 38.5% of people say they are comfortable with ads, as long as it means a more affordable subscription. About 21% say they prefer to pay extra for ad-free content, while 17% opt for free, ad-supported services. And when it comes to discovering what to watch next, personal recommendations still lead the way — 58% of viewers turn to friends and family, though suggestions from streaming platforms (49.9%) and social media (47.8%) are also popular.

The main reason people cancel streaming services according to the survey? Price increases, with 52.6% saying that’s what drove them to hit unsubscribe. Other reasons include too many ads (15.8%), a lack of new content (15.6%), and poor user experience (9.9%). Still, the outlook for Connected TV is strong. Ad-supported streaming is gaining traction as a preferred model, giving advertisers more room to connect with audiences in a meaningful way. As long as CTV platforms keep ad loads reasonable and content fresh, viewers say they are sticking around — making CTV a growing space with real staying power.

Connected TV in the News

66% of Marketers Plan To Increase CTV Spend This Year
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Two-thirds of marketers plan to increase their North American ad spending on CTV over the next 12 months — up from 44% mark a year ago.

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