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.
Ad-Skipping Is the New Normal
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:
