The news: Consumers value lower prices over fewer ads when it comes to streaming as advertising becomes an acceptable tradeoff for higher monthly subscription prices.

• 21% of US consumers with broadband access call low prices the most important attribute in deciding the value of a TV or streaming service, nearly double the 12% in 2025, per Hub Research’s How to Monetize Video report.
• Live sports (13%), also increased nearly twofold YoY, though this year’s prime sports offerings—including the Winter Olympics and FIFA World Cup—may have contributed to that rise.
• Just 8% say having no ads in shows is the most important decider of value.

Consumers also gave free ad-supported TV (FAST) streamers Tubi, Pluto, and Roku three of the four highest “excellent” value scores, with YouTube Premium landing at No. 2. Scores dipped for premium services Prime Video, HBO Max, Apple TV, Disney+, and Netflix.

What it means: Ad-supported streaming is growing into a destination rather than a compromise, strengthening the case for FAST as a premium ad environment. Its greater perceived value can translate into more engagement and viewing time, supporting the continuing move of TV ad budgets into streaming.

For subscription streamers, this raises the bar. Premium services' relatively low value among consumers means exclusive content and strong UX design aren’t enough to justify higher prices, making lower-cost ad tiers, bundles, and broader content ecosystems more important.

The standout exception is YouTube Premium. Ads are removed across the platform, with the exception of embedded branding or promotions. This suggests consumers are more willing to pay when a subscription delivers utility across multiple everyday use cases rather than a single content library.

Recommendations for marketers: As consumers prioritize lower costs over ad-free environments, marketers gain access to audiences that are actively choosing those platforms rather than reluctantly settling for them.

Treat FAST environments as high-value video channels by investing in quality creative, frequency management, and audience targeting, and adjust media mix to reflect consumers’ price sensitivity by shifting more TV ad spending to free and lower-cost streaming services.