# Consumers becoming more receptive to ads

Research shows ad-supported streaming is gaining popularity.

- **Source:** [Marketing Dive](https://www.marketingdive.com)
- **Published:** 2026-07-24
- **Topic:** [Business](https://brifing.si/c/business)
- **Original article:** <https://www.marketingdive.com/news/consumers-warm-up-to-streaming-ads-heres-what-the-numbers-say/826069/>
- **On Brifing:** https://brifing.si/s/ab8e0acc-8fd7-4b2d-9ada-7d07aa1b054e

## Growing 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.

## Costs 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.

## Different 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.

## Data 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.

## AI'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.

## Future 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.

## Sources covering this story

- https://www.marketingdive.com/news/consumers-warm-up-to-streaming-ads-heres-what-the-numbers-say/826069/ — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._