Consumer distaste for advertising within publishers' subscription products is growing, according to recent Toolkits research. The finding suggests that consumer appetite for ad-free experiences from publishers could be growing as a result.
In an October study of 1,007 U.S. digital publication subscribers, 28% of people who were dissatisfied with the value for money they received from publishers’ subscription products highlighted "too many advertisements" as a key reason. That's a significant increase from the 19% who attributed their dissatisfaction to advertising volume in 2022.
The shift in sentiment coincides with a difficult economic period for publishers. In an effort to prop up their advertising revenues despite weak demand, some publishers have opted to increase their ad loads and/or offer advertisers more prominent placement across their properties. In some cases, advertising has been introduced within previously “ad-free” products.