As premium plans become more costly, a majority of new streaming subscribers are opting for ads, according to a new report from Samba TV.
In the second half of 2024, 43% of total SVOD subscribers had an ad-supported plan. The share is increasing, with 56% of new subscribers in that time period choosing the ad option, Samba says.
Peacock is leading the pack with 78% of its new subscribers in the second half of the year choosing an ad-supported plan, which is pretty on par with the second half of 2023, when 76% of new subscribers chose ads. Notably, Netflix saw a pretty significant increase in new subscribers opting for ads, up from 28% to 44%. Max also saw a larger jump from 18% to 39%.
In its report, Samba calls this an opportunity for streamers to reach “younger and more diverse audiences that have historically been
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