Two out of three streaming service users (66%) prefer to watch ads rather than pay an additional $4 to $5 to remove advertising, according to data from Statista. This finding confirms that, despite ad fatigue, most consumers accept commercials as a fair trade-off for keeping prices lower.
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The information has direct implications for marketing, advertising, and ads on connected TV (CTV) platforms and video-on-demand, where segmentation and frequency management are key to maintaining a positive user experience.
What does Statista say about the perception of advertising in streaming?
The Statista report shows that acceptance of advertising in streaming does not mean absolute complacency: 61% of users state that watching the same ads repeatedly reduces their purchase intent. This means the challenge is not only convincing viewers to accept ads but also offering a varied and relevant experience that does not generate rejection.
In addition, 76% of respondents expressed interest in receiving better-targeted ads, and 65% prefer that these be based on the context of the content they are watching rather than their personal browsing history.
What risks exist in overwhelming users with repetitive ads?
Excessive repetition in streaming advertising—known as ad fatigue—not only annoys viewers but can also damage brand perception. According to Statista, constant exposure to the same creative leads users to mentally disconnect from the message and even develop a negative attitude toward the advertised brand.
For advertisers, this implies the need to implement creative rotation and frequency capping in digital campaigns.
What opportunities does connected TV offer for marketing and advertising?
Connected TV and streaming represent one of the fastest-growing areas for advertisers. According to the dossier, CTV combines the best of traditional television’s massive reach with the segmentation possibilities of digital marketing.
This allows ads to be tailored to specific segments, optimizing investment and increasing message relevance. In addition, the format facilitates real-time performance measurement, something not always possible in linear television.
What ad formats do streaming audiences prefer?
The report indicates that viewers are more receptive to ads related to the content they consume. Product placement or product integration within series and movies receives an acceptance rate of 59%, surpassing traditional commercial breaks.
This format, in addition to being less intrusive, allows the brand to be associated with positive narrative contexts, increasing recall and affinity.
How can marketing leverage this Statista data?
Recommendations derived from Statista’s data include:
- Control ad frequency to avoid saturation and rejection.
- Diversify creatives, offering variations of the same message to maintain interest.
- Bet on context, prioritizing the relationship between content and the ad instead of relying solely on personal user data.
- Explore integrated formats, such as product placement and natural mentions in shows and series.
- Measure user experience, beyond immediate conversion, to assess the impact on brand perception.
Why do consumers prefer watching ads instead of paying more?
The economic factor is decisive: in a context of multiple active subscriptions, users prioritize keeping prices low and accept a certain advertising load. In addition, many perceive advertising as a usual component of the television experience, inherited from traditional TV.
For marketing and advertising, this scenario represents an opportunity to design more attractive, creative, and contextually relevant ads that make the advertising presence tolerable and even well-received.
