Ad-supported and ad-free HVOD users in the U.S. 2022, by generation
According to a March 2022 survey conducted among U.S. adults, most of the Gen X or older users at selected hybrid video-on-demand platforms were more likely to select the ad-free tier rather than the ad-supported one. For example, the share of Gen Xers and older using the ad-free version of Peacock Premium amounted to 61 percent, while 50 percent of this generation were ad-supported viewers.
