However, consumers are selective about the type of advertisements they are open to, with 68% wanting fewer adverts overall and 56% wanting shorter advertising breaks.

The research also found that six in 10 British adults subscribe to up to three streaming services.

The findings are based on a consumer survey conducted by YouGov on behalf of The Trade Desk Intelligence of 2,589 UK adults, with fieldwork carried out between 23rd and 30th June 2023.

Among the findings were that 83% respondents dedicate up to two hours a day to streaming content, up from 72% in 2022.

In addition, 48% of respondents cited cost as a primary reason for unsubscribing from streaming channels.

Patrick Morrell, senior director, inventory and partnerships Europe, Middle East and Africa at The Trade Desk, said: “The appetite for advertising shows that consumers are happy to view ads in order to continue having access to high quality TV content.

“Advertisers now find themselves presented with an opportunity to engage new audiences on connected TV and across devices.”