New research shows ad-blocker users spend far more online than non-users. These consumers are also more likely to pay for digital content and subscriptions. Industry beliefs about their value may need to change.
For publishers and advertisers focused on digital revenue, new research challenges long-held beliefs about ad-blocker users. Data from an eyeo-Harris Poll study reveals that people who use ad blockers are not only more likely to pay for digital content, but also spend 66% more online than those who do not use ad blockers. This finding suggests that consumers seeking more control over their online experience may be more commercially valuable than previously assumed.
The study, conducted in two waves in April and May 2026 among over 4,000 U.S. adults, found that 31% of Americans use ad blockers while browsing. Usage is highest among younger adults, higher-income households, college graduates, employed individuals, and families with children. For example, 38% of adults ages 18-34 report using ad blockers, compared to 27% of those 45 and older. Households earning $100,000 or more annually are also more likely to use ad blockers than those earning less than $50,000, at 35% versus 23%.
Ad-blocker users are also more likely to pay for digital subscriptions-67% compared to 49% of non-users. Additionally, 73% of ad-blocker users say they would be at least somewhat likely to create an account or log in to access editorial content, compared to 62% of non-users. These patterns indicate that ad-blocker users are not simply avoiding all advertising, but are open to alternative, less intrusive ad experiences. Eyeo’s Acceptable Ads program, which allows “non-intrusive and polite ads” to be shown even when an ad blocker is active, is cited as evidence that many users are willing to engage with respectful advertising formats.
As the digital advertising landscape evolves, the report suggests that publishers and retailers may need to reconsider how they value and engage audiences who use ad blockers. These users are more intentional in their online activity across sectors such as retail, financial services, and technology, according to data referenced by eyeo from GWI. The findings echo broader industry discussions about the importance of user empowerment and privacy, as more consumers demand control over their digital experiences. This shift in perspective aligns with recent analysis showing that deeper user relationships can drive higher lifetime value, as seen in a Swiss publisher’s approach to measuring customer value.
Eyeo, the German software company behind Adblock Plus, commissioned the Harris Poll to conduct the research. The first survey included 2,058 U.S. adults, with 589 identified as ad-blocker users, while the second surveyed 2,066 adults, including 467 ad-blocker users. The company continues to advocate for ad formats that respect user preferences and privacy as ad-blocking adoption grows.
