The source does not specify survey type, survey period, or age of respondents.
This question was phrased by the source as follows: "If one of the music or podcast services that you use offered you the choice between paying a higher price or having ad interruptions while listening to content, what would you do? Select only one answer."
Citation formats
Listeners who would rather consume ads than pay more for ad-free services Italy 2023
During a survey conducted among audio listeners in Italy in 2023, around ** percent of respondents said they would rather listen to ads instead of paying a higher price for their content. Conversely, ** percent of respondents said they would rather avoid ads even if that cost them a higher price.
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YouGov Italy. (October 10, 2023). Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy. "Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023." Chart. October 10, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy. (2023). Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy. "Percentage of Consumers Preferring to Listen to Ads Rather than Paying More for Ad-free Audio Services in Italy as of October 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 10 Oct 2023, /statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
YouGov Italy, Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023 ÌÇÐÄÆƽâ°æ, /statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/ (last visited July 31, 2026)
Percentage of consumers preferring to listen to ads rather than paying more for ad-free audio services in Italy as of October 2023 [Graph], YouGov Italy, October 10, 2023. [Online]. Available: /statistics/1478825/listeners-who-would-rather-consume-ads-than-pay-more-audio-streaming-italy/
