December 19, 2022

Many Consumers (57%) Willing to Watch Ads to Save on Streaming

BOSTON, Mass.—As more streaming services launch ad-supported offerings and consumers are increasingly concerned about inflation and the rising streaming bills, the Q4 2022 wave of Hub’s “TV Advertising: Fact vs. Fiction” study reveals strong engagement with ad-supported TV services among TV viewers.

“The industry seems to have finally solved the mystery of how to get consumers to accept ads in TV—and it was as simple as offering a less onerous ad experience and paired with a price break to boot.” said Peter Fondulas, principal at Hub. “Now that Netflix and Disney+ have jumped on the ad-supported bandwagon, the question is whether and when the remaining ad-free only holdouts will join in.”

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