Streaming audiences are torn between unsatisfactory ad experiences and lower-priced subscription offerings, according to an online survey conducted by The Harris Poll in October, on behalf of Ad Age. As more platforms begin adopting advertising, consumers seek greater choices in bundling and user experience.
Over half of U.S. adults subscribe to at least one streaming TV platform. On those platforms, audiences reported dissatisfaction with the ad experience. Despite streaming presenting much lighter ad loads than linear TV, three-quarters of U.S. adults said streamers feature too many commercials. On top of that, consumers are irritated by the frequency with which they see ads, with 81% of the 1,045 respondents saying they see the same ads too many times. Another 70% said they were uninterested in purchasing products advertised to them on streaming platforms.
Despite that, less than a quarter of respondents were willing to pay more for an ad-free streaming experience—subscription cost was the top consideration when purchasing a platform across most demographics.