Nearly 50% of streaming subscriptions are for ad-supported plans

Streaming services are seeing a surge in popularity for their ad-supported subscription plans. According to new data from subscription analyst firm Antenna, nearly half of subscribers to popular platforms like Discovery Plus, Disney Plus, Hulu, HBO Max, Netflix, Paramount Plus, and Peacock in the US have opted for ad-supported plans. In fact, about 75 percent of subscribers have at least given them a try.

It’s interesting to note that some big streaming platforms, like HBO Max, Netflix, and Disney Plus, have only recently started offering ad-supported tiers. HBO Max launched its $9.99 ad plan in 2021, followed by Netflix’s $6.99 and Disney Plus’s $7.99 plans in 2022. However, Antenna’s Q2 2025 report reveals that ad-supported plans have become a significant growth driver for these services. In the last nine quarters, 71 percent of new subscribers have been signing up for these ad-supported plans.

The trend towards ad-supported subscriptions benefits streaming companies in more ways than one. Not only do they generate additional revenue from advertising, but they also attract new customers by offering more affordable membership options. According to Antenna, 65 percent of users who opt for ad-supported plans are brand new to the streaming service, while only 11 percent have switched from pricier ad-free tiers.

One platform that has seen particularly remarkable success with its ad tier is Netflix, which has doubled its ad-supported subscribers in the past year alone. This growth has encouraged Netflix to explore new advertising strategies, such as introducing interactive and pause screen ads in 2026, as well as integrating AI-driven ads into their shows and movies in the future.

Overall, the rise of ad-supported streaming subscriptions is reshaping the way we consume content online, offering viewers more choices and flexibility in how they access their favorite shows and movies.