2 NOV 2022

Are consumers of ad-free and ad-supported plans demographically different?

Antenna examined its demographic data based on plan type and discovered that AVOD subscribers are not all that different from their counterparts who opt for an ad-free plan.

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Ad-supported subscriptions are helping to drive growth in streaming video right now. This sudden rise in ad-supported sign-ups over the past few years, as well as the upcoming launches by Netflix and Disney+ of their own ad-supported options, begs the question that streamers and advertisers alike want to answer: who are the users opting for ad-supported services?

Antenna examined its demographic data based on plan type and discovered that AVOD subscribers are not all that different from their counterparts who opt for an ad-free plan. When aggregating the subscriber bases of the five premium SVOD services with ad-supported options — Discovery+, HBO Max, Hulu, Paramount+, and Peacock —, the demographics of ad-supported and ad-free subscribers are overwhelmingly similar in distribution in terms of age, ethnicity, gender and income.

Ad-supported subscribers skew slightly more female, with women representing 53.4% of ad-supported users, compared to just 48.8% for ad-free plans. Ad-supported subscribers also skew slightly older, with 43.7% over the age of 50 compared to ad-free plans where 41.7% of subscribers are over 50.

Furthermore, subscribers of ad-supported plans skew slightly lower in household income with 33.9% of ad-supported plan subscribers at a household income under $50.000, compared to 31.9% of ad-free subscribers. For those subscribers with household incomes over $150.000, 16.8% opt for ad-supported services, compared to the 18.8% that are ad-free.

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