Streaming,
Ad tiers after the first year
One year on, 37% of the panel’s streaming subscriptions are on a plan with ads. Most switchers say they barely notice them. Their viewing data disagrees.
A year after Tidewell and Quaystream launched cheaper plans with ads, we compared what subscribers on those plans said with what they actually watched.
Viewers say ads don’t bother them
Seven in ten ad-tier subscribers said the ads made little or no difference to how much they watched.
Their viewing says otherwise
Compared with similar viewers on ad-free plans, ad-tier subscribers watched 18% fewer hours of drama and abandoned more films part way through. Comedy and reality viewing was unaffected.
- Long dramas lose the most viewing on ad plans.
- Ad breaks in the first ten minutes have the biggest effect on abandonment.
- Viewers over 55 are the least sensitive to ads.
“I don’t mind them, really. I just tend to pick something shorter.”