Perception of ads on pay TV vs. streaming 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.

Perceived differences between ads on pay TV and video streaming services among linear TV and CTV consumers in the United States as of March 2022

Characteristic	Better on cable/satellite TV	No difference	Better on streaming services/apps
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Release date

April 2022

More information

Region

United States

Survey time period

March 25 to 31, 2022

Number of respondents

2,972 respondents

Age group

18 years and older

Special properties

linear TV and CTV uers; owning LG smart televisions

Supplementary notes

Question: "How do the ads you see on streaming services/apps compare to the ads you see on cable/satellite TV in each of the following areas?"
Missing percentage points to 100 percent are probably due to rounding.

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