Americans Weigh in on Advertising Industry, Ad-Blockers, and How Much They Would Be Willing to Pay to Never See an Ad Again

Sep 26, 2017

A new Morning Consult survey provides an in-depth look into what Americans think about the proliferation of digital and video advertising, ad-blocking services, and the cost of premium, ad-free platforms.

The survey was conducted August 24-September 8, 2017 among 4,402 U.S. adults and has a margin of error of +/- 1 percentage point. Key highlights include:

  • Nearly two thirds of adults report seeing more ads than they used to: 63% of adults report seeing more of them than they used to, compared to 24% who said they were seeing the same amount.
  • More than one third report using ad-blockers: 36% of Americans report using ad-blockers, but only 24% are willing to pay for such a service.
  • Why websites asking users to disable ad-blockers is effective: Nearly 63% of ad-blocking users report disabling the ad-blocker in order to view content.

Here’s how much Americans are willing to pay to not see ads:

  • Generally, 67% of Americans said they aren’t willing to pay more for a service without ads.
  • When asked how much they’d be willing to pay in a yearly one-time fee in order to avoid ads on various media, Americans on average were willing to pay:
    • $31 for television
    • $28 for social media
    • $27 for news websites
    • $27 for video streaming
    • $25 for music streaming
    • $22 for print publications
    • $20 for podcasts


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