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BizReport : Advertising : May 10, 2016

Ad blockers more likely than average to pay for content

Adblockers may be the bane of publishers online, but they are not averse to coughing up for content they want to watch, read, or hear, according to new figures released by GlobalWebIndex.

by Helen Leggatt

Last week AdBlock Plus announced they are teaming up with startup Flattr to launch a new product, Flattr Plus, that will allow users to allocate a monthly sum they want to pay publishers to access ad-free content.

"Our goal with Flattr Plus is to finally evolve the Web into what it was supposed to have been to begin with: a place for creators to meet their audience, and a mechanism for audiences to directly and sustainably support creators," said Peter Sunde, co-founder of Flattr.

The move seems to be a good one when GlobalWebIndex's latest chart is taken into consideration. It shows that ad-blockers, far from being the "pirates" they are made out to be, are actually more likely than average to pay for digital content.

One in five pay for movie/TV streaming services and mobile apps, and 15% pay to download music. According to GlobalWebIndex "it's clear that this audience is amenable to parting with their cash for the right type of content".


Sunde has similar views on users of AdBlock Plus. He says that they are the ones who have been "most vocal in asking for solutions" such as Flattr Plus. While Sunde doesn't expect all of AdBlock Plus' users to voluntarily cough up, he believes that, with 500 million or more users, if even a small amount do so then the dollars will soon add up.

Tags: ad blocking, advertising, content

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