Consumer comparison of ads on pay TV vs. streaming services in the U.S. 2022
A 2022 survey among U.S. connected TV and linear TV users revealed that the majority of respondents saw no differences between ads on pay TV and video streaming services. However, the share of respondents perceiving ads to be better on streaming platforms was higher in all surveyed areas than that of adults observing cable and satellite TV ads to be better. Ad break length and number of ads seen have been in particular considered as being better on streaming services, with 42 percent and 39 percent of respondents claiming that, respectively.