A recent survey carried out by Harris Interactive, on behalf of France’s data protection authority CNIL, shows that a significant portion of French internet users are ready to pay a subscription fee in order to access online content and services without targeted advertising.
The study targeted people aged 15 and older and found that among those surveyed, 56 percent already subscribe to one or more video-on-demand services such as Netflix, Disney+, or YouTube. In contrast, 27 percent subscribe to audio services like Spotify, while 18 percent subscribe to video game services such as Steam.
When asked if they are currently paying or willing to pay for a service that offers no tracking cookies or no targeted advertising, between 24 percent and 33 percent of respondents said yes, with variations depending on the type of service. These categories included health and fitness monitoring, generative artificial intelligence, online press, and social networks. The monthly amounts they are willing to pay ranged from about €5.50 to €9. In particular, social networks stood out. Roughly one quarter of respondents said they would pay about €6 per month for social networks without targeted advertising.
CNIL noted that these findings reflect a meaningful shift in how online services may be financed. Traditional free access models supported by targeted advertising may be entering a transitional phase where users expect more control over how their data is used and may accept paying for greater privacy. “These financing methods — subscription or ‘consent or pay’ models — have long remained marginal for services such as the press, social networks, or even online video games, which were rather financed, sometimes even exclusively, by targeted advertising,” the authority said.
The regulator further added that services positioned as free actually relied on the exploitation of personal data for revenue. As people become more aware of this, they are showing interest in paid alternatives that avoid intrusive data practices.
Implications for service providers and users
For providers of digital content and services, especially those that historically relied on advertising revenues, the survey suggests that they may need to consider offering ad-free, tracking-free versions of their services. This could require revisiting pricing, subscription tiers, and how user data is handled.
For users, the willingness to pay reflects a growing concern about personal data, tracking, and how their online activity is monetised. It also points to a readiness to move away from purely free models if those models involve unwanted advertising or intrusive data practices.
Experts note that while many users are willing to pay for less tracking and simpler practices, the transition may not be uniform. Some users are comfortable with ad-supported models if the cost remains zero, whereas others prioritise privacy and are willing to pay for it. The challenge for regulators and businesses will be to balance choice, cost, and transparency.
The survey reinforces that data protection is among the top criteria for users when choosing services: for 51 percent of respondents, personal data protection ranks among the three most important factors.