Nearly half of current Netflix subscribers (46%) would consider a shift to the platform’s ad-supported model once it’s available, according to a survey of 1,300 current users conducted by Samba TV and Harris X. The data collected also showcases that those willing to make the move tend to skew older and make less per capita, with Gen Z respondents being the least interested (at 38%) in making the switch.
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Consumers are already interested in Netflix with ads, according to a recent survey of 2,500 U.S. adults by Samba TV and Harris X released Tuesday. Of the adults surveyed, 45% of the Netflix users said they would switch to an ad-supported plan if it was half the price of their current subscriptions and if it offered five minutes or less of ads per hour, Samba TV said.
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Netflix is expected to launch an ad-supported subscription tier in early November, about a month before rival Disney+ does the same, according to US media reports. "These launches are going to create the biggest premium advertising space in more than a generation," said analytics company Samba TV senior vice president Dallas Lawrence.
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Paramount Australia and New Zealand (ANZ) and Samba TV have today entered into a partnership enabling advertisers to reach TV audiences across every screen and achieve deduplicated incremental reach across Paramount’s premium and differentiated digital programming inventory.
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According to a report from Samba TV, just 48% of U.S. adults now have a traditional TV subscription, either via cable or satellite. Linear TV is one of the most conventional ways to reach customers with ads, so advertisers have had to start thinking outside the box if they want to get people back in stores this holiday season.
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You’ll be surprised to learn that across most premium streaming video-on-demand (SVOD) services in the United States, more than half of viewers watch only one of the top programs on any given platform, according to a recent report from third-party streaming viewership firm Samba TV.
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