Gen Z Most Likely to Pay Extra and Avoid ‘Annoying’ Streaming Ads

The average subscriber now pays for four OTT services, according to a new study

Younger consumers like Gen Z and millennials are more willing to pay extra to avoid streaming ads.
Younger consumers like Gen Z and millennials are more willing to pay extra to avoid streaming ads. South_agency/Getty Images

Generally, consumers tend to prefer to engage with content without advertisements, but some generations are more willing than others to shell out more dollars to avoid interruption.

@MollieCahillane Mollie.Cahillane@adweek.com Mollie is Adweek's reporter covering the business of connected TV.