Likelihood having ad-supported streaming subscription in the U.S. 2023, by generation
Around 50 percent of respondents to a 2023 survey conducted in the U.S. were likely to subscribe to an ad-supported video streaming service. Gen Z adults, millennials, and Gen Xers were the most likely to sign up for an AVOD subscription. Meanwhile, about one in three of the silent generation were somewhat or not at all likely to subscribe to a streaming platform with ads.