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Survey: 28% of Americans say they'd pay extra for ad-free streaming, but few actually do

A Vibe survey of 1,000 adults reveals that only 28% are willing to pay extra to avoid advertisements, challenging the industry assumption that ad-free tiers remain the preferred premium product.
Streaming services positioned ad-free options as the premium product while treating ad-supported tiers as compromises, but viewers have increasingly opted for lower-cost plans to keep monthly bills down as prices climb.
Despite the industry focus on ad-free growth, 64% of viewers would rather watch ads than "pay to make the commercials disappear," while only 16% of consumers paid for an ad-free subscription within the past year.
Adoption of ad-supported plans cuts across income levels, from households earning under $50,000 to those earning significantly more, establishing these tiers as the mainstream standard for most viewers.
Generational habits shape these trends, with 40% of older viewers choosing ad-supported options due to familiarity with traditional broadcast television; as services raise prices, these tiers remain relevant for viewers across all age groups.

Insights by Ground AI