A PwC study found 62% of the time people spent on streaming video in 2020 was on subscription-based services instead of 32% on ad-supported services.
The study shows people subscription-based streaming platforms over ad-supported ones. Despite the dominance of subscription-based streaming platforms, ad-supported services are still looking to capture audience attention.
A partner at PwC, Todd Supplee said one of the primary reasons behind the audience preference is the interruption-free experience provided by industry players like Netflix and Disney+. Supplee further added that people have a lot of options in terms of subscription-based platforms instead of ad-supported platforms.
A majority of consumers are willing to sit through ads if the subscription prices were lower. To win a larger share of the streaming market, ad-supported services should limit their ad loads while offering a more consumer-friendly ad experience.
[3 minute read]
