French users show willingness to pay for ad-free digital services

France's data protection authority released findings from a comprehensive survey examining how French citizens perceive the emerging business models that offer paid alternatives to targeted advertising. The Commission Nationale de l'Informatique et des Libertés commissioned Harris Interactive to conduct the research from December 18 to 23, 2024, polling 2,082 French people aged 15 and over.

The survey arrives at a critical juncture for European digital advertising. Enforcement actions across multiple jurisdictions have challenged the validity of "consent or pay" mechanisms, with an Austrian court ruling in August 2025 that such models violate European data protection laws. The French authority's research provides empirical data about user preferences as regulators debate the future of these business models.

According to the survey results published on October 23, 2025, more than half of French respondents currently subscribe to video-on-demand services. The study found 56% pay for such services at an average monthly cost of €20. This proportion decreases substantially for audio services at 27% and video games at 18%.

Other categories show markedly lower subscription rates. Health and fitness monitoring, generative artificial intelligence, online press, and social networks each maintain subscriber bases below 10%. Average monthly costs for these services range from €12 to €16. However, between 24% and 33% of surveyed individuals indicated they either currently pay or would be willing to pay for these services.

The data reveals a substantial gap between current and potential subscribers. The survey identified between 25% and 48% of internet users willing to transform their free, ad-supported access into paid subscriptions without advertising targeting. These potential subscribers would accept monthly costs between €5.50 and €9, depending on the specific service.

Online listening services generated the highest willingness to pay at 48%, with users indicating acceptance of €8 monthly subscriptions. Video-on-demand followed at 42% for €6.50. Health monitoring, online press, and generative artificial intelligence each attracted 32%, 31%, and 31% respectively, with monthly prices ranging from €5.50 to €6. Computer games showed 30% willingness at €9 monthly, while social networks registered the lowest figure at 25% for €6 monthly.

The survey demonstrates that individuals already holding paid subscriptions show greater willingness to pay higher amounts for versions without ad targeting. For social networks specifically, 72% of those willing to pay would only accept amounts below €5, and 88% below €10. The study highlights that 18-24 year olds and current subscribers would pay more for tracking-free versions.

Personal data protection emerged as a decisive factor in digital service selection. The survey found 64% of respondents actively manage tracking of their browsing data through browser settings modifications or private browsing usage. This proportion rises to 71% among 15-34 year olds.

Data protection ranks among the three most important criteria for 51% of respondents when choosing digital services. Specifically, 21% place it as their first criterion, approaching the proportions who prioritize price first at 26% or quality first at 19%.

These business model changes have drawn intense regulatory scrutiny. CNIL has taken enforcement action against multiple website publishers for using deceptive design practices in cookie consent banners, issuing formal notices requiring compliance within one month. The authority announced those enforcement measures on December 12, 2024.

The emergence of subscription alternatives and "consent or pay" models has highlighted how services presented as free actually relied on another form of remuneration derived from exploiting users' personal data. Financing methods through subscriptions or consent-or-pay remained marginal for services such as press, social networks, and online video games, which were previously financed sometimes exclusively by targeted advertising.

Research released in July 2025 by privacy organization noyb documented that pay-or-okay systems across European websites achieve consent rates of 99.9%, despite academic research showing only 0.16% to 7% of users genuinely want personalized advertising. Publishers earn €0.24 per user monthly from tracking according to academic research, while choosing pay options costs users €3.24 per user monthly.

The CNIL survey results carry particular significance given recent judicial developments. An Austrian court confirmed on August 18, 2025, that DerStandard's "Pay or Okay" implementation violated European data protection laws by failing to provide legitimate choice options. The case will likely proceed to Austria's Supreme Administrative Court and potentially the European Court of Justice.

French regulators have demonstrated willingness to impose substantial penalties for consent violations. CNIL imposed a €150 million fine on SHEIN's Irish subsidiary on September 1, 2025, for deploying advertising and analytics cookies before user consent. The authority also fined Google €325 million on September 1, 2025, for displaying advertisements between Gmail emails without consent and placing advertising cookies during account creation.

The survey methodology employed representative sampling techniques. Harris Interactive conducted the online survey using quota sampling based on gender, age, socio-professional category, and region. The polling institute applied data weighting to ensure national representativeness of the French population aged 15 and over.

Video-on-demand subscriptions show the most mature market penetration among the services studied. The survey reveals that people willing to pay demonstrate fairly accurate perception of their willingness to pay for services, though this varies according to individual preferences. The findings offer insight into understanding user expectations and their ability to freely exercise consent.

The French authority's research indicates users value personal data protection beyond simply subscribing to additional features or content. The survey confirms the democratization of paid subscriptions while showing this modality is not the one favored by respondents, with results depending significantly on the service category.

Meta launched subscription options in the United Kingdom during September 2025 at £2.99 monthly for web access, following guidance from the Information Commissioner's Office. The pricing represents a fraction of rates charged in other European markets, where Meta launched similar services in October 2023 at €9.99 monthly for web access and €12.99 for mobile applications.

The European Data Protection Board adopted Opinion 08/2024 on April 17, 2024, determining that most consent-or-pay models failed to meet General Data Protection Regulation standards for valid consent. European trade groups defendedthese models in feedback to privacy regulators, arguing they have received legal validation across multiple jurisdictions.

The CNIL findings show a large pool of people interested in paid offers that allow better protection of their personal data. The authority emphasized the strong interest of French citizens in personal data protection, confirming the relevance of its orientations to offer more options for users to better protect their privacy and ensure their preferences receive respect.

The survey forms the first part of a planned series of three publications focusing on French perception regarding personal data use and consent to online advertising. The Commission Nationale de l'Informatique et des Libertés commissioned this research to better understand the business model changes affecting digital services.

Timeline

• July 13, 2024: Analysis of cookie consent requirements across European authorities published
• December 12, 2024: CNIL issues formal notices to website publishers over dark patterns in cookie consent interfaces
• December 18-23, 2024: Harris Interactive conducts survey of 2,082 French people aged 15 and over
• January 18, 2025: European trade groups submit feedback defending consent-or-pay models
• March 19, 2025: German administrative court rules on cookie banner compliance requirements
• March 30, 2025: French Competition Authority fines Apple €150 million for App Tracking Transparency framework
• April 17, 2024: European Data Protection Board adopts Opinion 08/2024 on consent-or-pay models
• May 18, 2025: CNIL publishes privacy recommendations for mobile apps
• June 17, 2025: CNIL proposes stricter email tracking consent rules
• July 4, 2025: CNIL updates cookie exemption rules for audience measurement tools
• July 24, 2025: Research reveals pay-or-okay systems achieve 99.9% consent rates across European websites
• July 26, 2025: CNIL finalizes recommendations for AI system development under GDPR
• August 18, 2025: Austrian court rules "Pay or Okay" model illegal for DerStandard newspaper
• August 27, 2025: Microsoft Clarity announces enforcement of cookie consent requirements for European users
• September 1, 2025: CNIL fines SHEIN subsidiary €150 million for cookie violations
• September 1, 2025: CNIL fines Google €325 million for Gmail ads and cookie violations
• September 26, 2025: Meta launches £2.99 subscription for ad-free Facebook and Instagram in UK
• October 23, 2025: CNIL publishes survey results on French willingness to pay for ad-free services

Summary

Who: France's Commission Nationale de l'Informatique et des Libertés commissioned Harris Interactive to survey 2,082 French people aged 15 and over about their attitudes toward paying for digital services without targeted advertising.

What: The survey revealed that between 25% and 48% of French internet users would pay between €5.50 and €9 monthly to transform free, ad-supported services into paid subscriptions without advertising targeting. Current subscription rates vary dramatically by service type, with 56% subscribing to video-on-demand at €20 monthly average, while health monitoring, generative AI, online press, and social networks each maintain subscriber bases below 10%.

When: Harris Interactive conducted the online survey from December 18 to 23, 2024, with CNIL publishing the results on October 23, 2025, as the first part of a planned three-publication series examining French perception of personal data use and online advertising consent.

Where: The survey focused on France's population, using representative sampling techniques with quota methods based on gender, age, socio-professional category, and region to ensure national representativeness of French people aged 15 and over.

Why: The research addresses the changing business models of digital services as "consent or pay" mechanisms and subscription alternatives emerge across European markets, providing empirical data about user preferences while regulators debate the validity of these models amid multiple enforcement actions and court rulings challenging their compliance with European data protection laws.