Ad-supported and ad-free HVOD users in the U.S. 2022, by income

A survey from March 2022 found that the share of Peacock Premium users with a household income of less than 50,000 U.S. dollars subscribing to the ad-free tier was higher than the share of lower-cost ad-supported Peacock users, with 41 percent of ad-free users and 31 percent of ad-supported users. Consumers with a household income of more than 100,000 U.S. dollars were more likely to to choose the ad-supported version of the streaming service. The same can be observed for Discovery+, albeit not with such a large difference. By comparison, lower-income HBO Max viewers opted for the ad-funded plan, while higher-income households rather selected the ad-free tier.