66% of U.S. TV Viewers Prefer Ad-Supported Streaming Services
Streaming platforms are leaning into ad-supported models, and it looks like those moves are paying off. According to new research, two-thirds of U.S. viewers now prefer ad-supported streaming over ad-free options — especially during live content like sporting events. Younger audiences (ages 16 to 34) in particular are driving this trend, with 69% showing a higher tolerance for commercials during live programming. Part of the draw for ad-supported content is more balance between content and ads: free ad-supported streaming TV (FAST) services average just 9 minutes of ads per hour, significantly less than traditional TV’s 15-minute ad load.
Even big players like Netflix are seeing massive wins with their ad tiers, with the service attracting 46.1 million U.S. subscribers and fueling a 43% growth in ad revenue this year. Live content remains a major draw for streaming services, with platforms like Amazon and YouTube investing heavily in sports and other live events to create premium ad opportunities. However, while viewers are open to ads, they expect a seamless experience — nearly 80% of streamers have expressed frustration with delays or glitches during ad breaks. As competition heats up, platforms are focusing on lighter ad loads, personalized placements, and smoother technology to keep audiences engaged.
Connected TV in the News
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CTV experts say they are “bullish” on the channel, and believe that 2024’s biggest CTV trends will continue well into 2025.
CTV Ad Spend Will Grow to $46.89 Billion by 2028 MNTN Research
Connected TV (CTV) is rapidly transforming the video advertising landscape, with ad spending projected to reach $33.35 billion in 2025.
Streaming platforms dramatically dropped national TV advertising spend/media value in 2024 versus the year before to $571 million.
The shift to ad-supported streaming is undeniable, and the numbers speak for themselves! Precisely why we're obsessed with empowering CTV/FAST publishers through cutting edge, AI-powered audience-centric tools like 1Audience for amplifying ad monetization so that they can focus on what they do best i.e. creating exceptional content.
Computer Engineer ?? | Graduate of Polytechnic University of Puerto Rico (2022) ???? | Certified in Scrum & Agile Master Training ??
1 个月Recently, Netflix has the longest televised series of professional wrestling/sports entertainment called Monday Night Raw from the company World Wrestling Entertainment with 3 episodes of the show so far in the streaming service to watch live or repeatedly later. The ad-supported commercials are well balanced during segment by segment on the program. Better than the cable commercials, I can comment as much. ??