85% of viewers have streaming plans with ads, but repetition and irrelevance can weigh against affordability, according to the Voice of the Viewer survey
London, March 4, 2026 – FreeWheel, a Comcast company and global technology platform for the premium video advertising industry, has today released the findings of its Voice of the Viewer study.
The new research reveals that viewers across Europe have bought into streaming TV, with many now using it as their primary TV format. More than eight in 10 (83%) say they are satisfied with their streaming experience. Content is the primary driver of satisfaction, with 73% citing the availability of programming they like to watch as the factor they most enjoy about streaming services, followed by value for money (63%).
The research also shows that streaming audiences have become accustomed to ads while engaging with content. Nearly half of respondents (47%) exclusively watched streaming services with ads, while just under half (49%) said they had deliberately selected a plan with ads when they signed up for a service.
While ads are becoming an accepted part of the viewing experience AVOD viewers are +10% more likely to find ads intrusive than those watching traditional TV, with 39% of those who find ads disruptive saying they appear at the wrong time, interrupting on-screen dialogue, for example.
“Streaming has become the favoured viewing method among audiences, driven by content choice and availability, with one in four saying access to desirable content is better than five years ago,” commented Emmanuel Josserand, Senior Director, Brand, Agency, and Industry Relations, at Comcast Advertising. “With the vast majority watching at least some ad-supported services, publishers must continue to enhance all parts of the overall viewing experience, including ad breaks, to best drive advertiser outcomes and monetise their premium inventory.”
Repetition and relevancy are also critical aspects of the experience. According to the research, more than half of streaming viewers (55%) report seeing the same ads repeatedly. This finding highlights the need for greater frequency capping, as repeated exposure to ads in a single sitting can cause viewers to tune out.
Additionally, 72% of viewers say ad relevance has not improved or has worsened in the last five years, yet more than half of viewers are actually open to AI playing a role in deciding which ads they see.
“New AI technologies have the potential to power effective contextual advertising to serve viewers more relevant and diversified ads, maximising engagement and brand impact. Content owners that can effectively harness these technologies will be in the best position to deliver the high-quality ad experiences that advertisers and audiences crave,” said Emmanuel Josserand.
Methodology: The FreeWheel Voice of the Viewer survey was carried out by Dynata, an industry leader in reliable and accurate first-party consumer insights, activation, and measurement, in H2 2025. There were 4,000 respondents to the survey across France, Germany, Italy, Spain and the UK. Respondents were adults aged 18+ who had watched video content (excluding social media) in the previous three months and either subscribed to or had access to paid streaming or FAST in their household.
About FreeWheel
FreeWheel empowers all segments of the streaming advertising ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, Chicago, London, Paris, and across the globe, FreeWheel, a Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on X and LinkedIn.