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Ad-Supported Streaming Channels on the Rise, Survey Finds

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MOUNT PLEASANT, S.C.—America’s love affair with over-the-top streaming video is evolving as viewers increasingly are happy to watch ad-supported streaming channels, according to the results of a new nationwide survey released this week.

Global consumer research platform Piplsay polled nearly 28,000 people around the U.S. about their attitudes and habits when it comes to ad-supported video streaming services. Six in 10 told the researchers that they switched from ad-free to ad-supported streaming channels in the past year. Twenty-eight percent of those respondents have cut off ad-free channels completely, the researcher said.

Overall, 63% of Americans subscribe to a paid or free ad-supported streaming video service, the survey revealed. Nearly half (49%) of Americans said they were extremely satisfied with the content offered by ad-supported streaming services.

Eighty-two percent of respondents said they watch streaming video content. This includes both those who said they subscribe and those who watch streaming video without a subscription.

The survey revealed that the three most popular free ad-supported streaming services among respondents were Peacock (23%), The Roku Channel (17%) and Pluto (12%).

The top three paid ad-supported channels among respondents were Hulu (34%), HBO Max (26%) and Discovery+ (11%).

However, the survey also revealed strong interest in returning to ad-free streaming services. Fifty-four percent said they plan to switch to or subscribe back to ad-free services—26% of those in the next two to three months, the survey revealed.

The nationwide survey was conducted July 2-3. A total of 27,800 people, 18 years of age and older, responded to the online survey.

For more information visit the researcher’s website.

Phil Kurz

Phil Kurz is contributing editor to TV Technology