Where US TV viewers think ad load is out of control

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Around 60% of US TV viewers think the number of ads on Hulu, Discovery+, and HBO Max is reasonable. Fewer of them feel the same about Paramount+ and Peacock, while live TV is considered the biggest offender in this respect.

Beyond the chart: Netflix’s ad-supported tier launches today in 12 countries including the US. With 4 to 5 minutes of ads per hour, and at 15 or 30 seconds per ad, the new “Basic with Ads” tier offers a substantial number of placement opportunities for advertisers that get in on the ground floor.

The platform will have to strike a balance between its pursuit of ad revenues and subscribers’ comfort with commercials. Meanwhile, some of its content library will be unavailable to ad-supported viewers, due to restrictions in licensing.

More like this:

• Report: Advanced TV 2022
• Article: Even Apple TV+ is thinking about ads now
• Article: Netflix strikes measurement deal with DoubleVerify, Integral Ad Science

Read yesterday’s Chart of the Day here.

Methodology: Data is from an August 2022 Hub Research report titled "TV Advertising: Fact vs. Fiction, Q2 2022." A US Census-balanced sample of 3,004 US teens and adults ages 14-74 were surveyed online during May 2022. All respondents watched at least one hour of TV per week.