Number of ad-supported tier users and subscribers of selected video-on-demand services worldwide as of May 2026
The composition of streaming subscriptions has fundamentally changed. In 2023, 67% of SVOD subscriptions were ad-free and 33% ad-supported. By Q1 2025, that ratio had nearly flipped: 46% of all U.S. SVOD subscriptions are now ad-supported, a 13-percentage-point swing in just two years (Antenna, May 2025).
Over the past nine quarters, 71% of net new SVOD subscribers have chosen ad-supported plans. At the 2025 Upfronts, the three largest streaming platforms each confirmed extraordinary ad-tier scale, signalling that ad-supported streaming is no longer a secondary feature but the primary growth engine of the industry.
The total subscriber context for each platform is in our SVOD subscribers worldwide analysis.
The structural driver of this shift is simple: streaming prices have risen dramatically. Netflix's ad-free plan costs $15.49-$22.99 per month in the U.S., compared to $6.99 for the ad-supported tier. Disney+'s ad-free plan is $15.99/month vs $7.99 for ad-supported. Max's ad-free plan is $15.99/month vs $9.99 for ad-supported.
As streaming subscription fatigue has grown and household budgets have tightened, price-sensitive subscribers have shifted en masse to lower-cost ad-supported options. Platforms have benefited: ad-supported subscribers generate meaningful advertising revenue in addition to subscription fees, often making them more profitable per user than ad-free subscribers in the medium term.
The Netflix financial context for this is in our Netflix net income analysis.
Ad-Supported VOD Services — Full Data Table, All Platforms
The table below shows confirmed or estimated ad-supported user/subscriber counts by platform. Note: figures use different metrics (MAU vs paid subscribers) as each platform discloses differently. The streaming revenue context is in our internet companies revenue ranking.
| Service | Ad-Tier Users (M) | Metric Type | Geography | % of Total Subscribers | Data Source / Date |
|---|---|---|---|---|---|
| Amazon Prime Video | 315M (global MAV) | Monthly Active Viewers | Global | ~82% | Confirmed — Nov 2025 |
| Amazon Prime Video (U.S.) | 130M (U.S. only) | Paid Ad-Supported Subs | U.S. only | ~82% | Upfronts May 2025 |
| Disney (combined) | 164M MAU | Monthly Active Users | Global (D+, Hulu, ESPN+) | ~40-65% | Upfronts May 2025 |
| Netflix | 94M MAU | Monthly Active Users | Global | ~30% | Upfronts May 2025 |
| Peacock | ~37M | Paid Subscribers (est.) | U.S. only | ~84% | Estimated (44M total × 84%) |
| Paramount+ | ~46M | Paid Subscribers (est.) | Global | ~58% | Estimated (79.1M × 58%) |
| Hulu | ~36M | Paid Subscribers (est.) | U.S. only | ~65% | Estimated (55.5M × 65%) |
| Max (HBO Max) | ~36M | Paid Subscribers (est.) | Global | ~28% | Estimated (128M × 28%) |
| Apple TV+ | No ad tier | — | Global | 0% | No ad-supported option |
Netflix — 94M Monthly Active Ad-Tier Users Globally (May 2025 Upfronts)
Netflix announced at the May 2025 Upfronts that its ad-supported tier had reached 94 million monthly active users globally, up from 70 million in November 2024 and approximately 40 million at end of 2024.
This extraordinary growth, from near zero in November 2022 when the tier launched to 94 million in under three years, reflects the success of Netflix's ad-tier pricing strategy and the broader shift toward lower-cost streaming. By Q4 2025, over 55% of new Netflix sign-ups in ad-supported markets chose the ad tier.
Netflix targets advertising revenue of more than $3 billion in 2026 (roughly doubling from $1.5 billion in 2025) and $9 billion by 2030. The full Netflix financial context for this ad-tier transformation is in our Netflix statistics and facts analysis.
Netflix's 94 million MAU figure uses the "monthly active users" metric, meaning anyone who watched at least one piece of content in the month on an ad-supported account. This is larger than the number of paying ad-tier subscribers, as one subscriber account can cover multiple household viewers.
For context: Netflix's global paid subscriber count at the same time was 325 million+, implying approximately 30% of subscribers were on ad-supported plans, but the MAU figure captures more viewers due to household sharing. The ad-tier is available in 12 countries with more than 4,000 advertisers, and programmatic advertising exceeded 50% of non-live ad sales in Q1 2026.
The content spending that draws these viewers is in our Netflix content spending analysis.
Amazon — 130M U.S. Ad-Supported Subscribers, 315M Global Monthly Active Viewers
Amazon Prime Video's ad-supported reach is the largest of any individual streaming platform by a significant margin. At the May 2025 Upfronts, Amazon confirmed 130 million ad-supported subscribers in the United States alone, and by November 2025, Amazon's global monthly active viewer count on the ad-supported tier reached 315 million (Apprupt).
The reason Amazon's ad-tier numbers dwarf competitors is structural: in January 2024, Amazon automatically enrolled all existing Prime Video subscribers into the ad-supported tier, defaulting everyone to ads unless they paid an additional $2.99/month for ad-free viewing. This "opt-out" model (vs Netflix and Disney's "opt-in" model) means approximately 82% of Prime Video viewers remain on the ad-supported tier.
The broader Amazon business context is in our Amazon statistics and facts analysis.
Disney — 164M Monthly Active Ad-Supported Users Across Disney+, Hulu, and ESPN+
Disney's combined ad-supported streaming reach across its three platforms, Disney+, Hulu, and ESPN+, reached 164 million monthly active users globally as of the Upfronts in May 2025, with 130 million in the U.S. alone. This figure grew from 157 million in the prior disclosed period.
The breakdown by platform: Disney+ has approximately 30% of its 131.6 million subscribers on ad-supported plans (~39-40 million), Hulu has approximately 65% of its ~55.5 million total subscribers on ad-supported plans (~36 million), and ESPN+ is predominantly advertising-supported by nature.
Hulu, with its long history as an ad-supported platform predating the ad-tier trend, has the highest ad-tier penetration of the Disney streaming platforms. The detailed Disney+ context is in our Disney Plus statistics and facts analysis.
Peacock 84%, Hulu 65%, Paramount+ 58%, Max 28% — Ad-Tier Adoption Rates
Peacock has the highest ad-tier adoption rate among major streaming services at approximately 84% of paid subscribers (eMarketer via Evoca.tv), approximately 37 million of its 44 million total subscribers are on ad-supported plans.
Peacock's high adoption reflects its low price point for the ad-supported tier ($7.99/month) vs ad-free ($13.99/month), and the platform's demographic skew toward sports and live TV viewers who are accustomed to advertising. Hulu, which has been ad-supported since its 2008 launch, long before other platforms, has approximately 65% of subscribers on ad-supported plans (~36 million of 55.5 million).
Paramount+ has approximately 58% on ad-supported plans (~46 million of 79.1 million). Max has approximately 28% on ad-supported plans (~36 million of 128 million), the lowest adoption rate among U.S. platforms, reflecting Max's premium HBO branding and higher-income subscriber base. The market cap context for the parent companies is in our internet companies by market cap analysis.
Ad-Tier Adoption Rate by Service — From 28% (Max) to 84% (Peacock)
The variation in ad-tier adoption rates across platforms reveals different strategic approaches. Amazon's 82% reflects its default opt-in model, the highest adoption rate of any major platform is a product of the company's decision to automatically enroll all subscribers into ad-supported viewing.
Peacock's 84% reflects its predominantly sports-focused audience and price-conscious subscriber base, Peacock is the most competitively priced major streaming service, making ad-free upsell harder. Hulu's 65% reflects its history as a primarily ad-supported platform since 2008. At the other end, Max's 28% reflects HBO's premium positioning and subscriber demographics.
Apple TV+'s 0% adoption rate (no ad tier exists) makes it the only outlier, maintaining an entirely ad-free model. The social media advertising context is in our social media statistics analysis.
Streaming Ad Revenue — Netflix Targets $3B+, Hulu Projects $5B by 2026
Streaming advertising revenues have grown explosively as platforms scaled their ad tiers and improved their ad technology. Netflix generated over $1.5 billion in ad revenue in 2025 (+2.5x from 2024) and targets more than $3 billion in 2026, roughly doubling again. Netflix's long-term target is $9 billion in ad revenue by 2030.
Hulu is projected to generate the highest streaming ad revenue of any single platform at approximately $5 billion in 2026, reflecting its two-decade head start in streaming advertising and its broad reach among 25-54 year-olds. Disney+'s projected ad revenue is approximately $2.86 billion in 2025.
Peacock's ad revenue was approximately $4.9 billion in 2025, primarily from live sports advertising (NFL Sunday Night Football, Premier League, Olympics). The full Netflix marketing and advertising context is in our Netflix marketing expenditure analysis.
Ad-Supported VOD — Key Statistics and Facts 2026
Ad-Supported Streaming 2026 — Majority of New Sign-Ups on Ad Tiers, $15B+ Total Ad Revenue
The trajectory of ad-supported streaming points clearly toward further acceleration in 2026. Netflix's ad tier is expected to reach approximately 115-120 million MAU by May 2026, up from 94 million in May 2025, as the platform continues to raise ad-free prices and improve its ad technology stack.
Netflix's $3 billion+ ad revenue target for 2026 implies approximately doubling its ad business, which will require significant scale in both ad-tier subscribers and ad impressions per viewer.
Amazon has confirmed it is investing in live sports rights ($3.8 billion in 2026 alone, more than Netflix) specifically to drive advertising revenue, which is the most valuable inventory in streaming.
Frequently Asked Questions — Ad-Supported VOD Subscribers 2026
Netflix confirmed 94 million monthly active users globally on its ad-supported tier at the Upfronts in May 2025 (Deadline confirmed). This was up from 70M in November 2024. Projected May 2026: approximately 115-120M. Over 55% of new sign-ups in ad markets choose the ad tier. Source: Deadline Upfronts May 20, 2025.
Amazon confirmed 130 million ad-supported subscribers in the U.S. at the Upfronts May 2025. Globally, Amazon's monthly active viewers on the ad-supported tier reached 315 million by November 2025. Amazon automatically enrolled all Prime Video users into ad-supported viewing in January 2024, 82% remain on the ad tier. Source: Deadline May 2025, Apprupt November 2025.
46% of all U.S. SVOD subscriptions are now ad-supported as of Q1 2025 (Antenna), up from 33% in 2023. 71% of net new SVOD subscribers over the past 9 quarters came from ad-supported plans. By service: Peacock 84%, Amazon 82%, Hulu 65%, Paramount+ 58%, Disney+ 30%, Netflix ~30%, Max 28%. Source: Antenna May 2025, ppc.land VAB April 2026.
By global monthly active viewers: Amazon Prime Video with 315M (November 2025). By combined U.S. platform reach: Disney's platforms combined (164M globally). By single pure-SVOD platform: Netflix with 94M MAU globally (May 2025). Amazon leads because it automatically enrolled all subscribers in January 2024. Source: Apprupt November 2025, Deadline Upfronts May 2025.
No, Apple TV+ has no ad-supported tier as of May 2026. It is the only major streaming service without one, remaining at $9.99/month with exclusively ad-free content. All other major platforms (Netflix, Amazon, Disney+, Max, Hulu, Paramount+, Peacock) offer ad-supported options. Source: Deadline April 2026, Apple TV+ service terms.
2025-2026 streaming ad revenue estimates: Netflix $1.5B+ (2025, SEC confirmed) targeting $3B+ (2026). Hulu ~$5B projected (2026, highest U.S. streaming ad revenue). Disney+ ~$2.86B (2025). Peacock ~$4.9B (2025, sports-heavy). Total U.S. streaming ad revenue: estimated $15B+ in 2026. Netflix's 2030 target: $9B. Source: Netflix SEC 8-K Q4 2025, Backlinko, Evoca.tv Peacock Statistics.
Three forces: (1) Price increases, Netflix ad-free plans cost $15.49-$22.99/month vs $6.99 for ad tier. (2) Improved ad experience, streaming ads are 4-5 minutes per hour vs 14+ on traditional TV, better targeted. (3) Economic pressure, subscription fatigue and inflation pushing households toward lower-cost options. Amazon's January 2024 forced auto-enrollment also moved millions to ad-supported viewing. Source: Antenna May 2025, eMarketer, ppc.land.
Disney's combined ad-supported MAU: 164 million globally (Disney+, Hulu, ESPN+ combined, Upfronts May 2025). 130 million in the U.S. alone. Grew from 157M in prior period. Disney+ alone: ~30% of 131.6M subscribers on ad tier (~39M). Hulu: ~65% of 55.5M (~36M). ESPN+ primarily ad-supported. Source: Deadline Upfronts May 2025, DemandSage.