Survey: 72% Of Netflix Users Not Interested In Switching To Ad-Supported Version

In a finding that could be read as either positive or not-so-positive, 72% of Netflix users who participated in Whip Media's latest Streaming Satisfaction Survey indicated that they are unlikely or "very" unlikely to switch to such a lower-cost version.

For the report, enterprise software platform and data provider Whip Media surveyed 2,460 U.S. users of its movie-tracking TV Time app (18 to 54 years old) from April 29 to May 4. Results were weighted to balance with the US general population by gender and age. The TV Time app claims more than 1 million users.

The results are from a limited sample of people unusually involved in streaming content, with no way of knowing at this pre-launch stage what an ad-supported version would be like.

Still, if most current Netflix subscribers do stick with the premium, no-ads version, Netflix certainly stands to see more favorable financial results. 

On the other hand, the same survey tends to confirm an increase in Netflix cancellations in the U.S., apparently driven by price increases and a perception of lower value than was found in last year's Whip Media survey. (See Video Insider for more on the survey's findings.)

4 comments about "Survey: 72% Of Netflix Users Not Interested In Switching To Ad-Supported Version".
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  1. Ed Papazian from Media Dynamics Inc, August 9, 2022 at 1:46 p.m.

    This survey did not even pose the question to subscribers aged 55+, who happen to be a fairly large perentage of Netflix subs---probably 25%---and also, probably, might be most inclined to accept an ad-supported lower price proposal. Also,  how was it "weighted" to "balance" with the U.S. "general population" by sex and age?

    Setting those questions, why not also ask non-Netflix subs what they think of the idea? How many would accept such an offer but as yet have not been willing to pay what Netflix is asking for its ad-free service?

  2. Ed Papazian from Media Dynamics Inc, August 9, 2022 at 2:17 p.m.

    My second paragraph should start with, "Setting those questions aside"---not as written. If only we had an editing option. Sigh!

  3. Douglas Ferguson from College of Charleston replied, August 10, 2022 at 6:38 p.m.

    I question the assumption that people over 55 feel good about uninvited commercial interruptions.  Yeah, we grew up with commercials, but hated them (targeted or not)  I'm 71 and have watched Netflix streaming since the beginning.  I love the absence of commercials and will continue to pay the price. True, I won't pay the extra $6 for commercial-free Hulu but much of that decision is a function of the owners of Hulu and the majority of the content. I subscribe to HBO Max, too, and wonder why hardly anyone insists it add commercials

  4. Ed Papazian from Media Dynamics Inc, August 10, 2022 at 6:55 p.m.

    Douglas, nobody said that people aged 55+ "feel good" about "unwanted" commercial interruptions. However the evidence is that people aged 55+ are more likely to watch commercials than younger folks---by a fairly substantial margin---and people aged 55+ are the most loyal to "pay TV" or "linear TV" which is full of commercials. What that tells me is that older viewers are more mature and reasonable in their expectations and realize that advertising funds many of the programs they want to watch---not just edgy dramas with 8-10 installments--- but news, sports, game shows, detective dramas, reality shows, talk shows, etc. etc. You may hate commercials and be willing to see most of the shows that are on TV leave the scene as there's no way thay can be produced without ad dollars to fund them---but I'd guess that not too many oldsters---if they give the matter some thought---will agree with you.

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