The growth of consumers paying for subscriptions has the potential to change the dynamics of the digital advertising market. If consumers are paying for content online via a subscription service, they will expect an ad-free experience. As a result, businesses that rely heavily on digital advertising will need to find another way to communicate with their customers.
The high willingness among consumers to pay for content online rather than consume ad-funded content. There is no doubt that an ad-free experience is high on the list of consumer wants, but it is far from the only driver of the growth of subscriptions.
The UK businesses spent almost £11 billion on digital advertising, with consumer businesses in retail, consumer products & automotive.
Take a glance at the UK industries that invest in digital advertising in 2017: