We want to pay to see ads

As determined A recent analysis of the Antenna Market Studies firmthe rates of streaming cheaper and with ads are working. To the point that they are now one of the main drivers of new subscriptions. It is a movement that generated a Opinion current against by users, but now they are the predominant current.

The data. The percentages that Antenna collected at the end of March determined that, in the United States, the streaming platforms offered by both possibilities to their clients (plans with and without advertising) had 46% of subscribers to plans with advertising. It is an interannual increase of 33% of subscriptions to these rates. They are a significant amount of subscriptions, taking into account that the total plans with advertisements in the United States (not counting prime video) is 100 million. In addition, 65% of those 100 million are new subscribers.

All good in the UPFront. The UPFRONT of most platforms (presentations before the advertisers of programs and plans for the next season so that brands can acquire spaces on platforms and channels) were presented last week. The entire business of streaming It seemed to coincide in the positively that they were being valued and this type of plans were growing, which means that of space available for advertising.

Netflix, for example, announced that he had reached the 94 million users of plans with ads worldwide, compared to the 70 million in November 2023.

We prefer ads. The most striking of all these data, as Antenna points out, is the change of customs. When the platforms of streaming They appeared, its indisputable value was not only to be able to choose programming and schedules: it was also a program free of advertisements. Now, according to statistics, 86% of customers who have been offered a plan with advertisements two or more times, choose the one that includes advertisements. And two years ago there were much less plans with ads, and only half of the spectators had tried them: that there are now 86% of spectators signed to these options represents a change in what we expect from the offer of streaming.

Chronology of a trend. As has happened with so many other current trends of the streaming (Rate up, Shared Accounts Restrictions), the starting gun was given by Netflix, announcing it in April 2022 and starting it at the end of that year. Despite the surprise (Netflix had positioned himself against advertising), the platform justified the measure with the need to stop what then seemed a loss of vertiginous subscribers.

Success was immediate: Subscriptions shotand those that included ads accounted for 30% of the new subscriptions. Very soon Disney+followed, almost simultaneously in the United States, HBO Max and Prime Video. Only They resist temptation platforms like Apple TV+which continue to flag a premium program (and rates). They are the last gala village to resist a seemingly contradictory trend: spectators pay for again having something they paid to get rid of.

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