Nearly one-third of those now signing up for a U.S. SVOD service, 32%, choose a plan that's partially supported by advertising.
This compares to just an 18% share held by partly ad-supported SVOD tiers four years ago, according to research company Antenna's latest State of Subscriptions report.
A quarter of the total subscriber base for U.S. premium subscription streaming services is now partially ad-supported, Antenna said.
Meanwhile, uptake of ad-supported plans varies widely from service to service, with incumbents including Peacock and Hulu -- which have offered discounted, ad-supported options since launch -- having higher percentages of uptake for these plans.
To better understand the the process for how consumers choose between discounted and premium ad-free tiers, Antenna divided consumers into four camps.
Over the last four years, those SVOD consumers in the "ad-oblivious" bucket -- those who don't tend to ever even entertain the possibility of cutting their streaming bill by watching a few commercials -- has steadily decreased, according to Antenna.
