Competitive Info: Study Finds Only 24% Of Viewers Pay Attention To Streaming Ads.

A new survey finds that most Americans are tuning out ads on streaming platforms, even as those ads become more common across the industry.

According to a study by All About Cookies, fewer than one in four viewers say they actively watch advertisements while streaming content. The survey of 1,000 U.S. adults highlights growing tension between consumer preferences and streaming companies’ increasing reliance on ad-supported models.

The report found that just 24% of respondents pay attention to ads shown during streaming programs, while the majority either multitask or disengage entirely during commercial breaks.

Streaming services have rapidly expanded the use of advertising in recent years, offering lower-cost subscription tiers that include commercials alongside premium, ad-free options. The shift comes as platforms seek to balance profitability with consumer demand for lower prices.

The study indicates that many consumers remain willing to pay to avoid interruptions. Among major platforms, Netflix stands out as the only service where a majority of subscribers (52%) opt for ad-free plans, according to the report.

At the same time, advertising appears to be a significant source of frustration for users. More than half of respondents (52%) said they have considered canceling a streaming subscription because of ads, underscoring the potential risk to customer retention.

Consumer preferences around how ads are delivered also emerged as a key finding. When given a choice, 67% of those surveyed said they would rather watch a single, longer advertisement before a program begins than endure multiple shorter ad breaks during the content itself.

The results suggest that while viewers may tolerate advertising as a tradeoff for lower subscription costs, the format and placement of those ads can significantly affect their experience.

Streaming has become a central part of the entertainment landscape over the past decade, with the average consumer now subscribing to more than three services at a combined monthly cost of about $48, according to the report. The proliferation of platforms has intensified competition and pushed companies to experiment with pricing strategies, including ad-supported tiers.

Nearly all major streaming services now include some form of advertising option, a shift that began around 2020 and has accelerated as companies look for new revenue streams.

The findings point to a fundamental challenge for the industry: While ads can help attract cost-conscious subscribers, they may also undermine user satisfaction if not implemented carefully.

The survey was conducted in March 2026 and included 1,000 U.S. adults over the age of 18. Respondents were asked about their streaming habits, subscription preferences, and attitudes toward advertising.