With a seemingly endless list of streaming services in the market at the moment, for many Australians, paying for access to your favourite shows can become a significant investment.
It’s no surprise, therefore, to learn a large proportion of Aussies would be happy to watch the odd ad on Netflix if it ensures their subscription is free.
According to Criteo’s latest research, 56 per cent of Australians have said they’d be happy to watch video streaming services with advertising to save money.
Additionally, one in five Australians (22 per cent) said they’d be willing to pay a basic video streaming subscription to watch content with ads alongside an option to buy or rent premium content without ads.
The willingness to watch ads on these platforms appears to be the result of the piling cost of multiple subscription fees, with some 41 per cent of those surveyed believe they are currently paying too much for video streaming subscriptions.
And while most of the major video streaming platform remain largely ad-free, Criteo’s research shows that the relevance of ads is always important.
According to the research, 33 per cent of Australians said it is important video ads show them products and services they’re interested in. This increases to 42 per cent among Gen Z.
Furthermore, 20 per cent of respondents said they are willing to share their data with advertisers to receive more relevant and personalised video ads.
“What this implies is that younger generations might be more willing to watch ad-supported video streaming services if ads are hyper-relevant, non-intrusive and fit seamlessly within their experience – and are no longer accepting ads that don’t fit these demands,” said Criteo managing director ANZ Colin Barnard.
