As streaming becomes the primary way audiences across Europe watch TV, one thing is clear: viewers are largely happy with today’s ad‑supported experience. New research from FreeWheel Viewer Experience Lab and Dynata shows strong momentum behind streaming adoption and growing comfort with AVOD. But as ad‑supported viewing becomes the norm, the industry must keep elevating the ad experience to match rising expectations. After all, great content may attract viewers, but the ad experience is what keeps them watching – or switching.
Here is how viewers across Europe feel about today’s streaming ad experiences and what advertisers and publishers can do to continue to improve the viewer experience.
Streaming offers great content and more control for viewers
Ad-supported streaming has become the norm across Europe. The Voice of the Viewer study shows that 85% of viewers now subscribe to ad‑supported tiers, and an impressive 83% are satisfied with their overall streaming experience. They cite content as their biggest driver of satisfaction, with 73% saying the availability of programs they love is what keeps them engaged. Value for money follows closely at 63%, reinforcing streaming’s reputation as both a rich and cost‑effective media environment and its value for advertisers.
Viewers accept ads but better frequency management is needed
The research shows that viewers have largely accepted ads as part of the streaming value exchange. Nearly half (47%) rely exclusively on ad-supported services, and 49% intentionally select an ad tier when they subscribe. Yet acceptance does not equate to an unconditional pass: AVOD viewers are 10% more likely than traditional TV audiences to find ads intrusive. Many point to poor timing as a source of frustration, with 39% saying ads interrupt dialogue or break into key moments. Repetition exacerbates this frustration, as 55% of viewers say they encounter the same ad multiple times during a single viewing session – a clear call for advertisers and publishers to work with partners that allow for more sophisticated frequency capping and controls.
It should be noted that ad breaks in live content seem to be working with the findings indicating they are better received. In fact, viewers were 13% more likely to say ads fit in seamlessly in live content than viewers of episodic content. On top of that, 88% of European viewers said they infrequently experience delays or lags when watching live content in streaming. This is likely a result of the work that leading industry players have done to put standards in place aimed at improving the delivery of live events.
Relevance is the new battleground
72% of viewers don’t feel that ad relevance has improved much over the past five years. This perception presents both a challenge and an opportunity. Encouragingly, more than half of viewers say they are comfortable with AI having a role in selecting the ads they see, suggesting a meaningful openness to smarter, more tailored experiences – provided they are done transparently and respectfully.
Solutions like contextual advertising also offer a powerful opportunity to help align ad content with program content to drive relevance and higher brand recall and with platforms developing AI-driven contextual targeting features globally, advertisers can tap into these tools across relevant premium video content with greater ease, precision, and scale.
Premium content requires premium ad experiences
Streaming satisfaction begins with beloved content, but sustaining that content ecosystem requires robust, viewer‑friendly advertising models. The path forward depends on elevating the ad experience – improving timing, reducing repetition, enhancing relevance, and ensuring that commercial breaks feel natural rather than disruptive. By prioritizing these elements, streaming platforms can preserve viewer trust, maximize advertiser value, and create a healthier, more sustainable future for the entire TV ecosystem.
To download the full report, or learn more about the FreeWheel Viewer Experience Lab, visit here.
