Ad-Free Streaming Survey: Ads Could Be Holding Hulu Back

Video streaming service Hulu recently announced some changes to its subscription plans. Unlike other popular services like Netflix and Amazon Prime, most of Hulu’s videos have always included advertisements. But that’s a feature that has apparently turned away some viewers. So the company is now offering an ad-free streaming option for an additional $4 a month. Is this enough to keep customers happy? Or are viewers more likely to put up with ads?

hulu ad-free streaming

Hulu Streaming

In Ask Your Target Market’s latest survey, just 11% of respondents said they currently subscribe to Hulu’s video streaming service. Another 14% said they have subscribed in the past. And 75% have never subscribed.

Overall, 62% of those who have ever subscribed to Hulu said they are/were at least somewhat satisfied with the service. 22% were dissatisfied. And 16% were neutral about it.

Ad-Free Streaming

The new ad-free offering could help bring those satisfaction numbers up for some subscribers. However, just 28% of subscribers said they would be likely to pay the extra $4 per month to watch videos on Hulu without ads. Of those who do not currently subscribe to Hulu, just 20% said they would be likely to sign up if the platform’s base offering included videos with no advertisements.

Other Platforms

Of course, Hulu isn’t the only video streaming service that consumers can choose from. Ad-free services like Netflix and Amazon Prime seem to have more subscribers – 41% currently use Netflix to stream video and 21% use Amazon Instant Video. But the online king of (usually short) videos, YouTube, often includes ads before videos. And 50% said they regularly use YouTube to stream shows or videos.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Hulu at OSCON from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on September 9 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.