More than 2 in 5 UK consumers would accept twice as many adverts in streaming and subscription services if it meant paying less each month, according to new research from Bango.
The findings, from Bango’s Subscription Signals report based on a survey of 1,500 UK consumers, suggest viewers are becoming more willing to trade ad-free access for lower costs as subscription bills continue to rise.
Bango said 42% of Brits would tolerate double the number of ads if it reduced the monthly price. The figure rises to 50% among Millennials and 44% among Gen Z consumers.
The company said the data points to a more pragmatic subscription mindset, with viewers increasingly looking for cheaper and simpler ways to stay subscribed, whether through ad-supported tiers, discounts, bundles or commercial partnerships.
According to the report, UK consumers now pay for an average of 5.7 subscriptions, costing £68 a month or £818 a year. Among Gen Z, that rises to £91 a month, while Millennials spend £85. Bango said 30% of Brits believe they are spending more than they can afford on subscriptions, increasing to 43% among Gen Z.
The willingness to accept more advertising was highest among users of HBO Max, where 65% said they would accept the trade-off. Apple TV users followed at 54%, ahead of Disney+ on 49%, Netflix on 47% and Amazon Prime Video on 46%.
Giles Tongue, subscription expert at Bango, said the long-standing assumption that subscribers would always pay more to avoid adverts was starting to weaken.
“The data suggests that mindsets are changing, not just plan preferences. As budgets tighten, people are not only rethinking what they pay for, but how they access subscriptions in the first place. That could mean accepting ads, looking for discounts, or turning to bundles that make subscriptions easier to manage and better value.
Bango said the shift creates new opportunities for streaming platforms and subscription providers to use advertising, bundling and discounted access models to improve retention and perceived value.
