As the number of streaming platforms increases (for example, Netflix, Prime Video, Disney +, Paramount +, NOW), so does the passion of Italians for series, films, and content, but they begin to put too much strain on subscribers' wallets. As a result, three out of five people are in favor of advertising insertions where they had not previously been considered in exchange for a lower subscription cost. According to a study conducted by The Trade Desk, a global advertising technology platform, and YouGov, an international market research company and data analyst, the economic aspect is becoming increasingly important for Italian viewers interviewed, to the point where 45% have unsubscribed from various streaming services and another 19% do not intend to renew their subscription in the future. In this scenario, "ad supported" solutions, i.e. those that offer a free or reduced monthly fee in exchange for advertising insertions, appear to be more appealing: When the cheapest option is available, 67% of Netflix subscribers and 69% of Prime Video subscribers say they are "very" or "quite" likely to choose it. A spending cap of €30 per month to access multiple streaming services is considered sustainable by nearly two-thirds (65%) of consumers polled.
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