The news: Streaming has cemented its dominance over traditional TV, but ad-supported experiences still face friction—especially among younger viewers.
- Audiences value the control and flexibility streaming provides (70% cite the ability to watch at their own pace), but “fewer ads” ranks as a top preference. That’s a warning sign for ad-supported models.
- Two-thirds of US viewers across age groups say live TV ad breaks are more tolerable than those in on-demand streaming, per Hub Research. But as streamers ramp up live programming, it’s unclear whether ad breaks in live streaming will earn the same leniency as traditional live TV.
- Only 35% of users say they pay more attention to streaming ads—barely up from 33% in 2024.