Streaming Ads: Less Than One-Quarter of Viewers Actually Pay Attention

Since Netflix launched its streaming service in 2007, the number of platforms competing for viewers' attention has exploded, and streaming has gone from a single option to a staple of modern entertainment. Every major production company has its own service, forcing viewers who don’t want to miss the trendiest new shows and movies to subscribe to multiple services. As a result, the average consumer currently subscribes to 3.4 streaming services costing $48 per month on average, according to an All About Cookies cord-cutting survey.

The landscape has never been more crowded, and networks are looking for new ways to boost profitability and attract cost-conscious subscribers. A major change addressing both goals has been the introduction of ads and commercials on streaming services, which are now present on nearly all major platforms since 2020.

To find out how users feel about ads on streaming services, All About Cookies asked 1,000 U.S. users whether they pay for ad-free accounts, what they do when ads come on during their favorite shows and movies, and more.

Key findings

• The majority of Netflix subscribers pay for ad-free accounts (52%), the only major service where more than half pay to avoid ads.
• Less than one-quarter of viewers (24%) actually pay attention to streaming ads, while most multitask or disengage.
• When asked to choose between one long ad up front followed by uninterrupted viewing and multiple short ad breaks in the middle of programming, more than two-thirds (67%) prefer the single lengthy ad.
• Ads are a churn risk: 52% of people have considered unsubscribing from a streaming platform because of them.

Ad-supported vs. ad-free streaming habits

Nearly every major streaming platform offers customers the choice between a low-cost subscription that includes ads and commercials while watching content, or paying for a higher-cost subscription tier with an ad-free viewing experience.

Of the top names in the streaming game, Netflix is the only platform where the majority of subscribers pony up the extra dough for an ad-free subscription. A pair of other streaming services get close, however, as 46% of subscribers to HBO Max and 40% of Disney+ go the ad-free route.

For all other major platforms, such as Hulu, Amazon Prime Video, Peacock, and Paramount+, at least three-quarters of subscribers opt for cheaper, ad-supported accounts. All told, these results paint a picture of a streaming landscape where the clear majority of users are exposed to ads while watching popular streaming shows and movies.

Are there too many ads on streaming services?

While consumers may understand that choosing a cheaper subscription will mean they see ads while streaming, the specific number of ads they will be shown isn’t stated up front.

The majority of subscribers with ad-supported streaming accounts feel that nearly every streaming platform has too many ads. More than three-quarters of people (76%) feel that major streaming platforms in general have too many ads. In terms of ad-related dissatisfaction with specific streaming services, 71% of Hulu users cited that platform as having too many commercials and ads, the highest of any platform, just edging out Peacock (68%).

HBO Max is the only platform where less than half of users find the current ad load objectionable, though it is close, as 49% say there are too many ads on that service. Netflix is in that same range, managing an even 50-50 split.

There may be consequences for streaming services related to this ad-induced dissatisfaction in terms of lost subscribers. More than half of respondents, 52%, said that they have considered canceling a streaming service expressly because of the ads on a given platform, showing that there is a limit to how much customers will put up with in exchange for a lower subscription cost.

How people spend their time during streaming ad breaks

Just because an ad is playing on a streaming service doesn’t necessarily mean that it is being watched. In fact, most of the time it isn’t.

Less than a quarter of users, 24%, say they actually watch and pay attention to the ads on streaming services, meaning that more than three-quarters of people tune out in some way during streaming ad breaks.

The most common escape from streaming ads is a second screen, as 74% of people say they look at their phone during these kinds of breaks, opting to do things like check their email or social media instead of engaging with commercials. More than a third of people, 38% each, leave the room and go somewhere else, such as getting a snack or taking a trip to the bathroom, while a little less than a third (32%) stay where they are but mute the ad.

Do viewers prefer fewer ads or shorter ad breaks?

While it seems unlikely that consumers will always find ads on streaming services to be a negative, changing how those ads are presented may be one way to make them more palatable.

When given the choice between a single long ad break at the start of a show or movie followed by uninterrupted viewing, or multiple short breaks in the middle of programming (with the same total ad time in both scenarios), users have an overwhelming preference. More than two-thirds of respondents, 67%, reported that they would prefer the lengthy introductory ad, while just 12% said they would choose multiple abbreviated breaks throughout their programming.

How to improve your streaming experience with or without ads

As streaming services continue to balance ad-supported and ad-free options, viewers have more choice than ever in the shows they’ll stream (and what they’re willing to pay). Although ads are becoming a bigger part of the streaming experience, many users are finding ways to tailor streaming to fit their preferences.

• Bypass ads even on lower subscription tiers. Using the right ad blocker can help you skip or block ads entirely on most streaming services. See our latest top ad blocker recommendations here.
• Read our guides for each major subscription service. Not all ads are created equal. That’s why we created a separate ad blocking guide for major services: Netflix, Hulu, Amazon Prime Video, Peacock, and Paramount+.
• Get more out of your subscriptions. If you’re looking to expand your content options, a VPN can help unlock additional libraries and give you more flexibility across platforms. Check out the best VPNs for streaming or learn how to watch Netflix with a VPN to safely explore what’s available.

Methodology

To collect the data for this survey, our team at All About Cookies surveyed 1,000 U.S. adults in March 2026 via a survey platform. All respondents were U.S. citizens over the age of 18 and remained anonymous.