Consumers show willingness to trade ads for lower streaming costs

A growing number of consumers said they are willing to accept more advertising in exchange for lower streaming subscription costs, according to new research from Bango.

The company’s “Subscription Signals” report, based on a survey of 2,500 U.S. consumers, found that 36% of respondents would tolerate twice as many ads if the monthly fee were reduced. The company said the figure rises among younger viewers, reaching 46% of millennials and 49% of Gen Z.

The findings reflect shifting attitudes toward subscription services as costs increase and consumers seek more flexible and affordable access. Americans now pay for an average of 5.2 subscriptions, totaling $69 per month, or about $830 annually.

The report found that 23% of respondents said they are spending more than they can afford on subscriptions, with that figure increasing to 41% among Gen Z. At the same time, 59% of consumers said they are loyal to specific shows rather than the platforms that carry them.

Willingness to accept more ads varied by platform, with Apple TV users showing the highest tolerance at 52%, followed by Disney+ at 48%, HBO Max at 47%, Netflix at 44% and Amazon Prime Video at 40%.

“For years, the assumption was that subscribers would always pay more to avoid adverts. But for a growing number of consumers, watching more ads is now an acceptable trade-off if it means keeping monthly costs down, especially among younger viewers,” said Giles Tongue, subscription expert at Bango.

“The data suggests that mindsets are changing, not just plan preferences. As budgets tighten, people are not only rethinking what they pay for, but how they access subscriptions in the first place. That could mean accepting ads, looking for discounts, or turning to bundles that make subscriptions easier to manage and better value,” he said.

The report points to increasing interest in alternative distribution models, including ad-supported tiers, bundling and partnerships, as streaming platforms respond to evolving consumer expectations.

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