Consumer advertising preferences in video streaming content Italy 2021, by generation
In 2021, a survey carried out in Italy found out that 37 percent of both Millennials and Gen X respondents would prefer to pay a basic subscription for content with ads and a premium subscription for content without ads. On the other hand, 20 percent of Gen Z representatives and 15 percent of Boomers would pay nothing for accepting to watch content with ads and an option to buy premium content without ads.
