As growth slows, streaming platforms turn to advertising—and users are paying attention
Ever sat through an ad break and thought, “This is too much”? You're not the only one. As more streaming services embrace advertising to drive revenue, how users feel about those ads is becoming just as important as the content they came to watch.
According to new insights from Worldpanel by Numerator, the quality of the ad experience — its length, relevance, variety and frequency — can make or break a viewer’s relationship with a platform in United States. In a market where content is no longer the only differentiator, ads are stepping into the spotlight.
Improving, but it has not yet reached majority satisfaction
Whether it’s AVOD (paid services with ads) or FAST (free ad-supported streaming TV), the success of these models hinges on ad sales and subsequently the ad experience. The good news: ad experiences have improved across the board in the first half of 2025. Viewer satisfaction with ad length, relevance, and variety grew by 3–4% since December 2024.
Some AVOD platforms are leading the charge:
- Discovery+ topped satisfaction across all four key ad metrics, outperforming the total ad-supported market by 38%.
- Max and Netflix also rated highly on delivering a balanced and relevant ad experience.
- Prime Video, though still catching up, showed notable improvements in ad length (+5%) and variation (+11%) since introducing ads.
- Disney+ and Hulu made meaningful gains as well—particularly in ad relevance—raising questions about potential cross-platform benefits due to Disney’s bundling strategy.
On the free side, platforms like Pluto TV and Roku Channel continue to struggle. Just 30% of their viewers are satisfied with ad relevance.
Tubi, although stronger overall than its FAST peers, had the highest level of dissatisfaction around the number of ad breaks. One in four Tubi users reported being unhappy with ad volume.
Why it matters: ads influence more than you think
For streaming viewers, ads are just one part of a much larger picture. How people feel about the ad experience often reflects how they feel about the entire platform: from search and recommendations to buffering performance and overall interface design.
There is a correlation between ad experience and Net Promoter Scores (NPS): unhappy ad viewers are far less likely to recommend the service.
Peacock stands out as a cautionary tale. One in three dissatisfied users on ad quantity or length are service detractors, leading to NPS scores as low as -3.
On the contrary, happier ad viewers tend to watch more. On average, they are twice as likely to watch 4+ hours per session compared to those dissatisfied with ads. That level of engagement translates directly into greater ad value for platforms.
Tailoring for demographics
Demographics also play a key role:
- Younger viewers (<35), especially Hispanic and Black audiences, are more likely to be happy with ad experience and to purchase products they see. Gen Z (16–24) are also the most likely to mute ads—41% say they do so regularly, raising the need to tailored campaigns.
- Baby Boomers are less ad-receptive but respond to specific categories like Home & Garden (22%) and Retail & Restaurants (36%).
Ads are no longer just a monetization tool—they’re a central part of user experience. Platforms that prioritize a seamless, relevant, and respectful ad strategy are reaping rewards in retention, engagement, and brand perception.
If you're looking to build smarter, more engaging ad experiences that keep users watching and boost retention, reach out to Worldpanel by Numerator—we can help you turn strategy into loyalty.