“Those paying extra for ad-free services say they are more likely to keep that service than cheaper ad-supported plans," the report says. "The act of paying more potentially increases perceived loyalty to that expense.”

Glad to see the experts have nailed this one down again. That’s definitely it, people like paying more and will definitely stick with your buggy, ad-supported service that crashes their roku in the middle of a movie and then makes them watch the same 5 ads again to restart it, then watch them again because they fast-forwarded to the part where the app crashed. Definitely charge more for that experience, as it will inspire loyalty.