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Generally, consumers tend to prefer to engage with content without advertisements, but some generations are more willing than others to shell out more dollars to avoid interruption.
Research from Deloitte’s annual digital media trends study found that that 48% of Generation Z and 46% of millennials would rather pay to avoid ads on streaming video services. That’s compared to the 40% of overall respondents that would prefer to pay $12 a month for a service with no ads versus 39% preferring a free service with 12 minutes of ads per hour.
Gen Z finds ads ‘annoying’
With streaming video, Gen Z is also the most likely to consider advertisements “annoying.”
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