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
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 November 21, 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 November 21, 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: November 21, 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 November 21, 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/
