There is high user demand for Netflix to remain ad-free even if a lower subscription price is introduced, according to the latest research from AudienceProject. Across seven countries, 61% of subscribers would stop watching if ads were introduced to the platform. Even if the subscription price was lowered, 45% would still leave the service.

Although some variation by market exists, at least half of users in all countries would stop watching if ads were introduced. Additional research in the US suggests that even if ads were introduced and the monthly subscription cost fell $3, 16% of subscribers might leave and one-third would consider following.

As additional over-the-top TV platforms continue to be announced and introduced, audiences face plenty of choice in where to direct their viewing time and money. With subscriber growth slowing in recent years, shifting to a more ad-based service may further weaken Netflix's dominance.