Almost 60% of European consumers would nix their Netflix subscriptions if the company were to add commercials to the video stream. And even if an ad-supported steaming service were cheaper, 42% would still quit their contracts, according to an AudienceProject study.
AudienceProject says its findings are proof that Netflix is right to focus on growing through its investment in content rather than considering hosting advertising any time soon.
Netflix added close 9 million subscribers to its offering in the three months to end-2018 - taking its subs base to over 139m. The company says original content now represents the majority of its most popular shows, however, it says it may have to up its subscription prices due to the amount of debt acquired on the back of its investment in programming.