Can advertising come to the rescue of video streaming?

Seventy-three percent of streaming service subscribers are frustrated by continuously rising prices. This is according to a Deloitte study conducted in late 2025 with more than 3,500 consumers aged 14 and over. Ad Culture: While ad-supported streaming options were initially considered a "discovery offer," they are now becoming the standard choice due to the high price of other options (see Netflix more expensive, one year after the last increase). 68% of respondents subscribe to at least one ad-supported option, compared to 46% in 2024, and double-digit growth continues for this sector. Furthermore, 61% of respondents say they would cancel their subscription to their favorite service if monthly prices increased by $5.