This study aims to analyze consumers understanding of subscription plans with ads and investigate their intention to purchase this model on streaming platforms. To this end, a quantitative survey was carried out with a non-probabilistic sample to identify the most relevant attributes when consuming and subscribing to a streaming platform, as well as defining the understanding and verifying the purchase intention of this model. A total of 125 valid responses were obtained from consumers who subscribe or have family members who subscribe to at least one streaming platform. The analysis identified content quality, subscription price and catalog size as the most relevant attributes. Based on the cross-referencing of variables, the respondents were divided into three groups according to the degree of familiarity with the concept of subscription plans with ads. Of the total, 72% believed they understood or were unaware of this model. Finally, the propensity to sign up to subscription plans with ads was analyzed. Only the group that believed they understood the concept showed a medium intention, while the others showed a low level of adherence.