Streaming: Will young consumers go for ad-supported subscriptions?

Younger consumers are increasingly attracted to ad-supported subscriptions on streaming platforms for their attractive price. — AFP Relaxnews

One of the latest tactics of streaming platforms, ad-supported subscriptions are beginning to make their mark on the market. Netflix, and Disney+ have all jumped on this trend, while Amazon's Prime Video may soon follow. But will young consumers get on board? According to a recent study, they’re well on their way...

Streaming isn’t losing any steam. According to the latest Nielsen data, consumption of streaming platforms even reached record levels in July. And yet, while young people are increasingly turning to these platforms to avoid the TV ads seen on broadcast TV – up to 68% among 13- to 39 year-olds cite this reason, according to a YPulse study – it would seem that the current economy, marked by inflation, has changed the game, even if 77% of them consider it a worthwhile expense. Fewer and fewer young people are paying for a subscription to a streaming platform, 54% now versus 65% in 2021.