The news: A new study from Attest is highlighting key trends in consumer attitudes toward streaming—including what viewers are looking for from ads and what turns them away from a service.

• 38.5% of consumers are okay with some ads in streaming if the price is lower, while 20.9% prefer and are willing to pay for ad-free content. Another 17.1% prefer free options, even if they include ads.
• Word-of-mouth advertising wins. Fifty-eight percent of respondents seek recommendations for what streaming content to watch next from family and friends, though recommendations on streaming platforms (49.9%) and social media (47.8%) also ranked high as paths to discovery.