Ads on Streaming: What Consumers Really Think

A new survey about consumer perception of ads on streaming platforms from MX8 Labs reveals a balance of “yeah that makes sense” and “oh really?” In the realm of less-than-shocking, Netflix is the No.1 service watched by all demographics, followed by YouTube and Prime Video. On the flip side, as much as people complain about ad breaks, most of the surveyed consumers think their current lengths are “about right” — with the exception of YouTube (“too long”). A few more insights from the study: 

• Black audiences over-index on streaming services, particularly ad-supported ones. 
• In terms of overall content, Netflix was ranked highest by 29% of viewers, followed by YouTube (13.4%), Prime Video (13.2%), Hulu (10.8%) and Disney+ (5.8%). 
• But, when asked about where they have the best ad experience, nearly a quarter (23.7%) of survey respondents said YouTube. Meanwhile, Netflix and Prime Video are neck-and-neck for the second best ad experience, with 13.5% and 13.2%, respectively.
• Looking at platforms with ad tiers, over half of Netflix and Disney+ subscribers chose to go ad free, while all the other major platforms have 50%+ opting for ad-supported options. 
• Viewers found that the top-ranked streamers have more relevant ads, while platforms including Peacock and the Roku Channel were noted for having less relevant (and too many) ads.