Advertising continues to gain greater acceptance in the streaming era according to data from Hub. There’s been a gradual decline in the percentage of viewers who can’t tolerate ads from 17% in June ’21 to 12% in December ’25. In addition, 32% of viewers say they’d pay $4-5 more per month to go ad-free vs. 40% four years ago. 63% of 18-34 viewers strongly or somewhat agree that they don’t mind watching TV with ads as much as they used to. 

Elsewhere, Nielsen data shows sports continuing to lead in ad-supported viewing and a report from Tubi shows that for many, creator content is now on a par with premium TV. We discuss all the data.

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