In
2025, US consumers are exhibiting mixed reactions to the volume of ads,
showing increased acceptance of ad-supported models in exchange for
free or lower-cost content but also expressing frustration with ad
overload, repetition, and irrelevance.
Key Consumer Reactions
Growing Acceptance of Ad-Supported Tiers: Economic pressure and rising subscription costs have made consumers, especially Gen Z and Millennials, more willing to use ad-supported streaming (AVOD and FAST) services as a value-driven alternative to expensive ad-free tiers. Nearly half of Netflix US households are on the ad-supported tier in late 2025, up from 34% in 2024.
Ad Fatigue and Avoidance: Despite the growing acceptance of ad-supported models, ad fatigue and ad-averse behaviors persist. A report found that 93% of consumers either skip or block ads, which is a major hurdle for advertisers. Consumers frequently tune out ads, and many report not noticing ads on social media or search engines. The repetition of ads on both streaming services and cable TV is a notable source of frustration.
Context and Relevance are Crucial: Consumers don't necessarily hate all ads; they dislike "bad" (irrelevant, intrusive, repetitive) ones. Ads are better received when they are informative, introduce new products, offer useful deals, or have a clear value exchange. Ads on certain platforms are more favored:
TV: Nearly half of US adults still consider TV the most acceptable place for advertising, though they often feel the ads are not relevant to their interests.
Digital: Consumers name Amazon, Snapchat, and TikTok as top platforms for advertising, with the ads perceived as fun, entertaining, and less intrusive.
Distrust in AI and Data Usage: While marketers are optimistic about using AI for personalized ad delivery, consumers are more hesitant. Over half of US consumers express concern about AI being used to create fake ads, and many are wary of devices spying on them for ad targeting. Transparency about data usage is a key concern.
Shift
in Influence: Social media ads and influencer content are increasingly
influential for younger consumers' purchasing decisions, outranking streaming
video ads in relevance and impact.
In short, the industry is seeing a shift where consumers tolerate advertising more if there's a clear financial benefit (cheaper service), but they demand a better ad experience, favoring ads that are contextually relevant, less repetitive, and more engaging.
In 2025, U.S. consumer reactions to the heavy volume of advertising on TV and the internet are characterized by a growing "value-exchange" mindset, alongside deep-seated ad fatigue and increasing use of avoidance technologies.
1.
Growing Ad Acceptance via "Value-Exchange"
Consumers are increasingly willing to tolerate ads if it lowers their personal costs, particularly in streaming.
Receptivity Increase: General ad receptivity rose to 57% in 2025, up from 47% in 2024.
Streaming Compromise: Approximately 66% of U.S. streaming viewers now prefer lower-cost, ad-supported tiers over expensive ad-free models.
Demographic Shift: Only 11% of viewers now identify as "ad-intolerant," a drop from 17% four years ago.
2.
Deepening Ad Fatigue and Avoidance
Despite higher general receptivity, the sheer volume of ads has triggered significant avoidance behaviors.
Blocking and Skipping: An estimated 93% of consumers actively skip or block ads when possible.
Repetition Burnout: High frequency remains a primary grievance; consumers report that seeing the same ad multiple times in a row leads to "muting the TV" and decreased brand recall.
Message Overload: 70% of consumers have unsubscribed from brands in 2025 specifically due to overwhelming message volume.
3.
Shift Toward "Native" and Social Experiences
Consumers are rejecting intrusive, disruptive formats in favor of integrated content.
Social Dominance: Younger generations (Gen Z and Millennials) find social media ads 54% more relevant than traditional TV or streaming ads.
Authenticity Preference: There is a marked move away from "mindless algorithmic spending" toward curated, human-led recommendations from trusted micro-communities or niche experts.
Native Ads: Consumers are more receptive to ads that blend into their content flow (e.g., The New York Times or Amazon search results) rather than those that interrupt it.
4.
Trust Gaps in AI and Personalization
While AI is being used to flood channels with more content, consumers remain skeptical of its use.
Distrust of GenAI: Over 57% of consumers express concern that Generative AI is being used to create fake or misleading advertisements.
Privacy Concerns: Consumers are becoming more wary of invasive data collection and favor brands that are transparent about how their data is used for targeting.
5. Consumer Action and Recourse
Intentional Spending: In response to constant algorithmic bombardment, many consumers are setting strict spending limits and using budgeting apps to resist "impulsive" buys.
Legal Pushback: 2025 saw a spike in class-action lawsuits against brands for "false advertising" claims, as consumers and regulators (like the FTC) crack down on questionable marketing.
These reports analyze 2025 U.S. consumer attitudes toward advertising, highlighting increased ad acceptance due to "value-exchange" offers alongside persistent ad fatigue and avoidance behaviors.
Norb Leahy, Dunwoody GA Tea Party Leader
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