Global market research platform Appinio has released research on the British pophttps://alertify.eu/?s=netflixulation’s preferences on paying for streaming services. This comes as Netflix subscriber figures decreased for the second quarter this year, announcing that it has lost almost a million subscribers between April and July. It also comes at a time of economic turmoil, as inflation hits a 40-year high of 9.4%. streaming service without ads

Appinio polled 1000 British respondents, discovering that over half (53%) would prefer not to watch commercials and ads on streaming platforms, with Gen-Zers being the most bothered (61%). That said, half of Brits (51%) would not be willing to pay an additional fee to avoid ads or commercials. As Netflix rolls out its plans for an ad-supported tier in early 2023, these findings emphasize a need to factor in the current economic climate when building out new payment models.

With less disposable income amid the cost-of-living crisis, 30% of Brits have cut back on their streaming services spending. The majority of Brits (46%) spend between £11 and £30 on streaming platforms in a typical month, with 14% spending over £50 per month. To further cut back on spending, 20% of Brits split the bill of a streaming service with someone else. However, this is less than the amount who share their streaming service accounts with other users, with two thirds of Brits (69%) allowing others to use theirs.

“The latest news from Netflix in today’s economic context puts users in a predicament when it comes to their spending, as watching TV is arguably a cheaper way to spend your spare time versus eating out, traveling, and other leisure activities,” said Andrea Villani, Managing Director at Appinio. “Our research found out that two thirds (67%) of Brits use streaming services almost daily. The cost-of-living crisis gives loyal streaming service subscribers a harder choice to make when it comes to choosing between paying more for a viewing experience that isn’t interrupted or better managing the financial situation at the price of ads.”

Survey sample and methodology

Total sample: 1000 British respondents, national quotas representative according to age and gender. Mobile/online survey conducted by Appinio, July 2022.  streaming service without ads