• by Wayne Friedman , March 16, 2021

As they seek lower-cost and better ad-supported premium streaming platforms, consumers are willing to divulge some information.

A new survey from media and marketing company Valassis says 68% of consumers are willing to “share data” with brands to improve their streaming TV ad consumption. This includes the types of shows they watch regularly.

In addition, 54% of consumers will view ads on streaming ad-supported platforms for a lower monthly subscription cost. The research notes that 82% of parents are ready to browse and buy products online while streaming TV.

In addition, 64% of consumers between the ages of 25 and 54 say ads on streaming TV services are more relevant than those advertised on traditional cable TV.

Results come from a February survey of 1,000 U.S. adults, in which 70% currently have a streaming platform.

Advertising on connected TV platforms is expected to grow to $11.4 billion in 2021 and $14.11 billion in 2022, according to eMarketer. Hulu is expected to earn $2.6 billion this year, while YouTube is expected to earn $2.23 billion and Roku, $1.15 billion.