Verve Study Shows That 75% of Consumers are More Open to Watching Ads for Free Content

"Research released today by Verve shows that consumers are increasingly receptive to ad-supported content but also are more worried about how their data is used, particularly in relation to AI. Now in its second year, the 2025 In-App User Privacy Report, shares insights from a survey of 4,000 consumers across the UK and US, exploring the balance between privacy concerns, personalisation, and the evolving value exchange in digital advertising."

"Three in four consumers (75%) said they are more willing to watch or receive ads in exchange for free content than they were two years ago, up from 67% in 2024. This shift comes amid subscription fatigue and tighter budgets, creating new opportunities for publishers and advertisers. Nearly three-quarters (72%) also said they would be less likely to pay to remove ads if those ads were relevant to them."

"Despite stronger privacy controls, consumers are more anxious about how their data is handled. Top data concerns include unauthorised access, cybercrime, and not knowing how data will be used. Nearly unanimously, respondents agreed that app publishers and platforms need to be more transparent about data collection and usage. The most striking shift: 65% said they are more concerned about their data being used to train AI, jumping 20 percentage points since 2024."

Consumers show increased willingness to accept ads in exchange for free content, with 75% more willing than two years ago and 72% less likely to pay to remove relevant ads. Financial pressure and subscription fatigue drive this shift, creating opportunities for publishers and advertisers. At the same time, consumer anxiety about data handling is rising, especially regarding use of data to train AI, with concern jumping to 65%. Personalisation continues to drive engagement, aiding discovery, faster shopping, and discounts. Data-sharing preferences are shifting: users protect identifying data like names and emails but are more open to demographic and contextual data sharing, varying by app category.

Read at Exchangewire