During a survey conducted among video streaming service users in Italy in 2023, around 52 percent of respondents said they would rather watch ads instead of paying a higher price for their content. Conversely, 16 percent of respondents said they would rather avoid ads even if that cost them a higher price.
Percentage of consumers preferring to watch ads rather than paying more for ad-free video streaming 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 video streaming services (for example movies, shows...) that you use offered you the choice between paying a higher price or having ad interruptions while watching content, what would you do? Select only one answer."
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Brand News Media Group. (October 24, 2023). Percentage of consumers preferring to watch ads rather than paying more for ad-free video streaming services in Italy as of October 2023 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1478873/viewers-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
Brand News Media Group. "Percentage of consumers preferring to watch ads rather than paying more for ad-free video streaming services in Italy as of October 2023." Chart. October 24, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1478873/viewers-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
Brand News Media Group. (2023). Percentage of consumers preferring to watch ads rather than paying more for ad-free video streaming services in Italy as of October 2023. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1478873/viewers-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
Brand News Media Group. "Percentage of Consumers Preferring to Watch Ads Rather than Paying More for Ad-free Video Streaming Services in Italy as of October 2023." Statista, Statista Inc., 24 Oct 2023, https://www.statista.com/statistics/1478873/viewers-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
Brand News Media Group, Percentage of consumers preferring to watch ads rather than paying more for ad-free video streaming services in Italy as of October 2023 Statista, https://www.statista.com/statistics/1478873/viewers-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/ (last visited December 22, 2024)
Percentage of consumers preferring to watch ads rather than paying more for ad-free video streaming services in Italy as of October 2023 [Graph], Brand News Media Group, October 24, 2023. [Online]. Available: https://www.statista.com/statistics/1478873/viewers-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
