British CTV viewers more likely to chose ad-supported streaming services

It appears a tipping point has occurred between the initial popularity of subscription-based models and free advertising-supported platforms. UK audiences are looking to free services for CTV viewing as they hit a saturation point of three paid subscriptions. Of British CTV viewers, 64% are more likely to choose an ad-supported streaming service over a paid subscription. The majority of consumers (70%) say they do not spend more than £20 a month on streaming subscription services and 78% say they predict this investment to stay the same for the next 12 months. This trajectory leaves opportunity for free or low-cost ad-supported platforms to grow within the UK market.