Media | KPMG | UK
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Understand your most valuable assets and find the right balance between risk and digital opportunity.

Understand your most valuable assets and find the right balance between risk and digital..

Consumers are adopting new media technologies at a staggering pace and new platforms are radically shifting consumers’ expectations and engagement levels. The scale and speed of this change presents growth and revenue opportunities, but also poses an undeniable challenge to existing business models.

Ad-blocking  is the latest such challenge and one that presents a conundrum for consumers in particular. On the one hand, users dislike advertising, yet without it they must pay for news, videos and music or risk seeing it disappear.

KPMG surveyed of more than 2,000 adults in the UK about ad-blocking. The results underline this conundrum in the minds of consumers: it found web users didn’t want intrusive ads, but neither did they want to pay for what they’re reading or viewing.

  • 47 per cent of high earners say they’ll be using an ad blocker in the next six months
  • 59 per cent of 18-24 year olds say the same
  • The group least likely to use ad blockers were the over 65s,at 36 percent 
  • 92 percent of households said they were unwilling to pay a monthly fee for ad-free browsing

David Elms, KPMG Head of Media said: “The solution has to be for media owners, their ad agencies and their technology providers to deliver ads in a consumer-friendly way that is less intrusive.”

For more information on how we can help your business, please contact David Elms.

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