During a survey conducted among audio listeners in Italy in 2023, around 47 percent of respondents said they would rather listen to ads instead of paying a higher price for their content. Conversely, 20 percent of respondents said they would rather avoid ads even if that cost them a higher price.
Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023
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The source does not specify survey type, survey period, or age of respondents.
This question was phrased by the source as follows: "If one of the music or podcast services that you use offered you the choice between paying a higher price or having ad interruptions while listening to content, what would you do? Select only one answer."
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YouGov Italy. (October 10, 2023). Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023 [Graph]. In Statista. Retrieved July 16, 2024, from https://www.statista.com/statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy. "Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023." Chart. October 10, 2023. Statista. Accessed July 16, 2024. https://www.statista.com/statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy. (2023). Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023. Statista. Statista Inc.. Accessed: July 16, 2024. https://www.statista.com/statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy. "Percentage of Consumers Preferring to Listen to Ads Rather than Paying More for Ad-free Audio Services in Italy as of October 2023." Statista, Statista Inc., 10 Oct 2023, https://www.statista.com/statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy, Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023 Statista, https://www.statista.com/statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/ (last visited July 16, 2024)
Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023 [Graph], YouGov Italy, October 10, 2023. [Online]. Available: https://www.statista.com/statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
