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Verve study shows that 75% of consumers are more open to watching ads for free content

Research released today by Verve shows that consumers are increasingly receptive to ad-supported content but also are more worried about how their data is used, particularly in relation to AI. Now in its second year, the 2025 In-App User Privacy Report, shares insights from a survey of 4,000 consumers across the UK and US, exploring the balance between privacy concerns, personalization, and the evolving value exchange in digital advertising.

Read the full story on ExchangeWire, or download the full report at Business of Apps.

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