Online privacy and data sharing have been back in the headlines following the introduction of the Online Safety Act. Data from Kantar Media TGI shows that while consumers are worrying about personal information online they also don’t mind sharing data if it delivers a better viewing experience – such as personalised advertising on streaming platforms.

“This highlights how personalisation, fuelled by data sharing, is welcome when done right – the challenge is to guarantee the security of that data alongside a better viewing experience,” noted Kantar Media TGI.

Highlights from Kantar Media TGI’s report: Trends in online and TV privacy attitudes

1. Online privacy and safety are back in the spotlight

• In 2025, 61 per cent of UK adults are now worried that personal information entered online may not remain secure – up from 56 per cent in 2016.
• Willingness to accept cookies for free content access has declined from 54 per cent in 2022 to 49 per cent in 2025, indicating growing caution.

2. But a growing number of people are happy to share data for more personalised ads

• Despite privacy concerns, 20 per cent of adults now agree with sharing personal data for more personalised TV ads – up from 14 per cent in 2022.
• 22 per cent of adults now find online advertising entertaining – up from 13 per cent in 2021.

3. Relevance and entertainment drive acceptance of data sharing

• The issue isn’t always data sharing itself, but whether ads are relevant and entertaining. Consumers are more accepting of data sharing when it leads to ad experiences they enjoy or find relevant to them.

• • 19 per cent of those who are worried about online data security still agree to share personal data for personalised TV ads.
  • 23 per cent of those who are worried about online data security find online advertising entertaining – higher than the general population.

• This shows that even among privacy-concerned consumers, relevance and entertainment can override hesitation, making a strong case for better quality advertising experiences.

4. Brand-specific variations in consumer attitudes

• Sky Glass TV owners are 26 per cent more likely than the average adult to not mind sharing personal data in return for personalised TV ads.
• Meanwhile, Toshiba TV owners are 35 per cent less likely than average to agree.
• Heavy ITV1 viewers are 69 per cent more likely than the average adult to be willing to share personal data for personalised ads.
• Among streaming platforms:

• • Apple TV+ (with ads) subscribers are 42 per cent more likely to be prepared to give up personal data for personalised TV ads and 49 per cent more likely to find ads entertaining.
  • However, Netflix ad-supported subscribers show no significant difference from the average.

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Categories: Advertising, Articles, Broadcast, Consumer Behaviour, Research, Targetted

Tags: advertising, Apple TV, Kantar Media TGI, personalisation, sky glass