According to The Media Leader, 37% of new UK streaming subscriptions are now ad-supported – up from 26% a year ago, and the option is forecasted to overtake ad-free options in 2026.

Give people the choice between paying more or watching ads, and over time they’ll always see the value in saving.

It’s not a new behaviour either. When ITV launched in 1955, it proved audiences were happy to embrace advertising if it meant great content – and the model became a huge success.

We’ve been conditioned to accept ads as part of the experience for nearly 70 years, streaming’s just the modern version.

Credit: Jonny Owen, Media Account Manager