Consumer Market Model Highlights, 2Q25: How the Rise of Nonbuyers Is Reshaping Ad-Based Monetization

This IDC Market Perspective highlights data found in the 2H24 release of the Consumer Market Model (CMM). Specifically, it highlights the growth of free, ad-supported users in generative AI (GenAI), sleep monitoring, and music streaming services where nonbuying users vastly outnumber paying subscribers - creating major opportunities for advertisers. "In today's digital landscape, where free, ad-based users reign across GenAI, sleep tech, and music streaming, the real opportunity lies in creating human-centered ad experiences," says Kelly Brown, research manager, Consumer Market Model and Consumer Market Trends at IDC. "Seamlessly integrated ads, smart partnerships, and data-driven insights aren't just strategies - they're the key to turning a wave of rapid adoption into meaningful, sustainable growth."