Survey 2025: Audio Ads Outperform in Ad-Skipping Era | Clutch Report
In today’s attention-fragmented digital world, consumers have learned to dodge ads almost instinctively. A new Clutch survey reveals that 93% of consumers skip ads whenever they can — yet the report also highlights a surprising silver lining for marketers: audio advertising is emerging as one of the most resilient channels in an era where ad avoidance is the norm.
The survey of 453 consumers reveals stark truths about online advertising behavior:
93% actively skip ads when possible
55% skip ads every time they are given the option
37% simply ignore ads (even when they can’t skip)
Only 3% say they never skip ads
Despite these numbers, only 15% of consumers pay for ad-free services, meaning the vast majority are still exposed to ads — they’re just choosing not to engage.
The Bright Spot for Marketers: Audio Advertising
According to Clutch’s report, audio ads are proving to be an effective antidote to “ad fatigue.”
“Video and audio advertising are becoming increasingly embedded in the way people consume content, as brands attempt to have their ads blend seamlessly into those experiences,” says Anna Peck, lead researcher at Clutch.
Why Audio Works
Seamless Integration: Audio ads blend with the content — like listening to a podcast or streaming music — without fully interrupting the experience.
Growing Listenership: Podcasts, audiobooks, and streaming platforms are seeing record adoption, particularly among younger audiences.
Higher Acceptance: A third of survey respondents acknowledged they consumed ads through audio channels — suggesting listeners are more receptive to this format.
Peck emphasizes that native audio ads — those that match the tone and style of the program — are resonating with listeners because they feel less like intrusions and more like part of the experience.
The Rise of Video and Interactive Ads
Audio isn’t the only medium thriving. Clutch’s data also points to video ads as a critical tool for modern marketers:
56% of consumers report encountering ads on streaming video platforms
78% say entertaining or interactive ads capture their attention
63% respond positively to ads that are informative or inspirational
Platforms like YouTube, TikTok, and connected TV streaming services have normalized short, skippable, or interactive ads — training viewers to expect them as part of the content experience.
Personalization: No Longer Optional
Consumers now expect ads to feel relevant. The survey shows:
76% report seeing a relevant ad at least once a month
47% say they feel comfortable with personalized advertising
Personalized ads are seen as less intrusive when they align with users’ interests
This shift signals that smart targeting and creativity can transform ads from interruptions into experiences that consumers actually engage with.
The Cost Barrier: Why People Don’t Pay to Remove Ads
Interestingly, even though most people dislike ads, cost remains the primary barrier preventing them from subscribing to ad-free services.
“The data makes it clear: while users dislike ads, cost remains a major barrier to opting out,” says Peck. “For brands, this presents a double-edged opportunity. People are compelled to avoid ads, but they’re not willing to pay to do so. That means advertisers still have a huge audience to reach — as long as they earn their attention.”
Key Takeaways for Marketers
Here’s what brands can learn from the Clutch survey:
Leverage Audio Channels: Podcasts, streaming music, and digital radio represent underutilized opportunities for engagement.
Invest in Native Advertising: Ads that blend with content are less likely to be skipped.
Focus on Entertainment & Emotion: Humorous, emotional, or interactive ads drive higher recall and engagement.
Prioritize Personalization: Consumers reward ads that are relevant and targeted.
Respect Consumer Time: Short, meaningful ads have higher completion rates than intrusive ones.
Looking Ahead: The Future of Digital Advertising
In a world where attention is scarce, earning attention is more critical than ever. Brands that treat advertising as content people actually want to consume will thrive. This means:
Investing in creative storytelling rather than repetitive hard-sell tactics
Aligning ads with context — matching tone, style, and platform
Embracing interactive formats that encourage participation
Continually testing and optimizing for relevance
As Peck notes, “Ads that spark emotion or invite participation stand out in today’s crowded landscape.”
Conclusion
The Clutch report is a wake-up call: ad-skipping is here to stay, but advertising isn’t dead. Marketers who shift their focus toward audio, video, and personalized engagement will still find a receptive audience. The goal isn’t just to be seen — it’s to be remembered.
