Netflix’s Expansion of Ad-Supported Streaming Boosts Global Growth

Ad-supported streaming is on the rise, and Netflix is leading the charge. According to research from Digital i, there has been an increase in the uptake of ad-supported subscription tiers on major platforms like Netflix, Disney+, and HBO Max between Q4 2024 and Q3 2025. In fact, Netflix saw the highest growth, with 40% of active accounts opting for its Standard with Ads plan in Q3 2025. That’s a 14% increase from the previous year, showing that more viewers are embracing the ad-supported model.

Comscore’s State of Streaming 2025 report further highlights this trend, revealing a 43% increase in time spent on major ad-supported streamers in 2025. Netflix’s ad-supported plan alone now accounts for 45% of total household viewing hours in the United States, up from 34% in August 2024. Similarly, ad-supported tier usage rose from 35% to 44% on Disney+ and from 22% to 28% on HBO Max during the same period.

While Amazon’s Prime Video remains the service with the highest ad-supported tier usage, there has been a slight decline from 88% of subscribers in Q4 2024 to 82% in Q3 2025. Overall, the data from Digital i, Comscore, and other sources show that ad-supported streaming is becoming increasingly popular among viewers across the globe.

So, if you’ve noticed more ads while streaming your favorite shows, it’s not just in your imagination. The shift towards ad-supported streaming is a real and growing trend in the entertainment industry.