Dive Brief:
- Fifty-seven percent of consumers report they would prefer watching ads if it meant saving $4 to $5 on a streaming service subscription, according to the latest findings from Hub Entertainment Research shared with Marketing Dive. The report also links shorter ad breaks to increased consumption.
- Respondents are twice as likely to opt for a streaming service that offers both ad-free and ad-supported tiers versus using a platform that only offers “limited ads.” The majority of consumers (65%) also report using at least one free ad-supported streaming service.
- The survey, conducted in November, comes on the heels of new ad-tier launches by Netflix and Disney+ and found that of those who already were subscribed to the two platforms, 35% and 24%, respectively, anticipate switching to the platforms’ ad-supported options.