The study conducted by Differentology surveyed 2029 UK consumers.
The report found that 39% of consumers will cancel their Netflix subscription or move to another paid service (ad-free) if Netflix starts supporting ads. But, 23% of Netflix users would upgrade to an ad-free premium subscription in this case.
72% of TV subscribers in the UK are “completely against” sponsorships or ads on Netflix or Amazon Prime Video. Even though consumers are showing willingness to cancel their SVOD subscriptions, 66% of those surveyed have never done so. Additionally, 32% of those who did cancel, re-subscribed within three months after availability of fresh content on the platform.
37% of SVOD subscribers are likely to start using another service within the next six months. For 65% of respondents, this would be in addition to the service they are currently subscribed to.
[2 minute read]