For some viewers, having an ad-free for a fee experience is worth it. While some lament that marketing messages won’t be seen, the TVB — the nation’s advocacy group for ad-supported television programming outlets — has a new study that suggests broadcast TV ads will reach this audience successfully.

TVB ‘s new study analyzes advertising viewership on streaming platforms.

The 2024 SVOD research report “brings clarity to ad-supported versus ad-free streaming subscriber trends, the viewership of ads on SVOD platforms and whether these streaming subscribers are also watching linear TV.”

Some 4,000 respondents participated in the survey, fielded by GfK on behalf of the TVB.

As the TVB concludes, “the value linear TV continues to deliver for advertisers seeking to reach consumers” remains steadfast.

Among the key findings:

• TV is the device most used to stream and view content, even for Apple TV+.
• 86% of the survey’s respondents have at least one SVOD service.
• 61% of Netflix, and more than half of Disney+ (53%) and Max (57%) subscribers, do not see advertising.
• 74% of YouTube viewers that see advertising either skip the commercial when available or, if not available, click away from content.
• 58% of respondents subscribe to Amazon Prime Video but only 4% subscribe exclusively to the Prime Video service, and not Amazon Prime.
• 50% of those on Amazon Prime Video’s ad-tier stated that they have Amazon Prime Video mainly because they subscribe to Amazon Prime.
• Broadcast assets reach 91% of SVOD viewers. This also applies to those that subscribe without advertising.
• Local TV news is the most trusted news source and local TV news websites/apps are the most trusted digital source.

The biggest takeaway TVB Chief Research Officer Hadassa Gerber has to share? Broadcast TV reaches 91% of streamers … even those who subscribe without ads!