The Piplsay survey found 63% of Americans are now subscribed to at least one ad-supported streaming service, and 49% of those surveyed said they are satisfied with the content those services offer.

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In fact, 60% of respondents said they have switched from an ad-free streaming service to an ad-supported one in the past year, with 28% of respondents indicating they have switched completely from ad-free streaming to ad-supported streaming.

The $5.99-per-month Hulu ad-supported plan by Disney was the preferred paid ad-supported subscription service, with 34% of respondents naming it their favorite.

Benzinga’s Take: The streaming landscape has come a long way in recent years, but more competition means services will have to be more flexible in pricing and business models.

As newer, smaller competitors take on Netflix for market share, flexibility on price and advertising will likely play an important role in winning over subscribers.