Consumers becoming more receptive to ads
Research shows ad-supported streaming is gaining popularity.
1Growing ad tolerance
Hub Entertainment Research found 69% of consumers prefer watching ads if it saves them money - an 11-point increase since 2021. Younger generations are particularly more aware of advertisements during streaming.
2Costs driving preferences
US households spend $924 annually on entertainment subscriptions. With costs 19% higher than 2020, consumers are opting for ad-supported tiers. Viewers are willing to watch ads for more affordable options.
3Different from traditional TV
Ad skipping rates are lower on streaming platforms compared to broadcast TV. Without channel surfing options, viewers watch more ads. Gen Z shows highest ad awareness at 69% while multitasking.
4Data sharing boundaries
65% of consumers will share viewing preferences for relevant ads. However, only 35% would share income data and 33% AI chat history. Social media users are 40% positive about targeted ads versus 14% of non-users.
5AI's controversial role
55% support AI for better ad timing but oppose AI-generated commercials (34%) or trailers (37%). While AI helps manage ad loads, consumers still prefer human-created content for creative advertising elements.
6Future media model
Ad-supported streaming signals a return to traditional TV models, but without excessive ad breaks. This consumer behavior shift presents new opportunities for media and advertising industries to innovate engagement strategies.
Original article: Marketing Dive — Tüketiciler reklamlara daha açık hale geliyor