As streamers like Netflix and Disney look to scale their ad-supported tiers, a new survey from Samba TV and Harris X reveals that millennials are more open to using the AVOD offerings than other generations.

“Millennials are the generation that grew up on cable and were first to cut the cord, and have revealed themselves to be a core audience on AVOD and FAST platforms,” Samba TV co-founder and CEO Ashwin Navin said in a statement. “Their willingness to consume ads when streaming is a unique opportunity for advertisers to reach more than 20% of the US population, with more spending power than retiring baby boomers. By embracing an omniscreen strategy that addresses all the platforms where millennials consume video, advertisers can align their campaigns to connect with this hugely impactful audience.”

The U.S. population includes 72.2 million millennials, who have an annual spending power of over $2.5 trillion, according to Samba and Harris.