Verve Study Shows That 75% of Consumers are More Open to Watching Ads for Free Content

by ExchangeWire PressBox on 17th Oct 2025 in News

Research released today by Verve shows that consumers are increasingly receptive to ad-supported content but also are more worried about how their data is used, particularly in relation to AI. Now in its second year, the 2025 In-App User Privacy Report, shares insights from a survey of 4,000 consumers across the UK and US, exploring the balance between privacy concerns, personalisation, and the evolving value exchange in digital advertising.

Ad-supported models on the rise

Three in four consumers (75%) said they are more willing to watch or receive ads in exchange for free content than they were two years ago, up from 67% in 2024. This shift comes amid subscription fatigue and tighter budgets, creating new opportunities for publishers and advertisers. Nearly three-quarters (72%) also said they would be less likely to pay to remove ads if those ads were relevant to them.

Growing concern about data use, especially AI

Despite stronger privacy controls, consumers are more anxious about how their data is handled. Top data concerns include unauthorised access, cybercrime, and not knowing how data will be used. Nearly unanimously, respondents agreed that app publishers and platforms need to be more transparent about data collection and usage.

The most striking shift: 65% said they are more concerned about their data being used to train AI, jumping 20 percentage points since 2024.

Relevant ads drive discovery and efficiency

The study confirmed that personalisation remains a strong driver of engagement. Respondents reported benefits from relevant ads, including product discovery, faster shopping, and finding discounts.

Shifting patterns in data sharing

Consumers are becoming more protective of highly identifying information like names and email addresses, but more open to sharing demographic and contextual data such as age, region, and even health information. Willingness to share data varies by app category: shopping, social media, and streaming apps rank highest, while dating apps remain the most privacy-sensitive. CTV (connected TV) was where consumers were most likely to share email addresses, despite being perceived as the least secure environment.

Privacy controls and demographic differences

Overall, 65% of respondents who shared their opinion said they feel more in control of their privacy settings than two years ago, down slightly from 2024. Demographic-level data reveals a more complex story and a need for tailored trust strategies. While men said that a stronger understanding of their data made them more likely to share it, women reported the opposite. Younger consumers (16–24) and higher-income earners (45–54) saw double-digit declines.

"Stronger privacy controls have helped the industry innovate, but control alone isn’t enough," said Aviran Edery, SVP & GM of Marketplace at Verve. "What consumers want is transparency. When people understand how their data is used and feel in control of it, they are far more willing to engage. That’s where publishers and advertisers can build lasting trust."

The formula for trust

The report concludes that sustainable growth in mobile advertising will come from balancing transparency, value, and control. Trust is now the industry’s most valuable currency, and brands that can demonstrate responsibility while delivering engaging, relevant ad experiences will gain the competitive edge.

The report also features commentary from industry leaders at ID5, GeoEdge, and Singular.

The 2025 In-App User Privacy Report is exclusively available for download from Business of Apps.

Methodology

The research survey was conducted by Censuswide on behalf of Verve in August 2025. Quantitative data was gathered via an online survey from a total of 4,000 respondents aged 16+ across the UK and US. The nationally representative respondent base featured an even split of 2,000 consumers in the UK and 2,000 in the US, in addition to covering a mix of genders and ages. A member of the British Polling Council, Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles.