Global data and insight company Pureprofile Limited has released findings that show the majority of Australians who use streaming services would expect compensation for the introduction of ads, after both Disney and Netflix announced their intention for future ads on the respective platforms.
The research, which polled 1,425 Aussies, showed that 88 per cent of streaming service users expected some kind of discount for the addition of adverts, with the amount discounted ranging from 5 per cent all the way up to 20, which might be a bit ambitious.
The data found that of the 75 per cent of respondents subscribed to streaming services, Netflix was the leader with 62 per cent, and more than half of the respondents have two or more subscriptions.
Subscribers currently pay an average of $24 a month, and around 3 in 5 (or 58 per cent) say they would expect a discount of 20 per cent on their subscriptions should advertising be introduced to the platforms.
Pureprofile CEO, Martin Filz commented: “With subscription streaming services like Netflix and Disney+ poised to introduce advertising onto their platforms, this research is a timely view into how Australian subscribers will react given how accustomed many have come to an ad-free viewing experience.”
“What is clear is that the great majority will expect some form of compensation – something that has implications for how services price their offerings.”
