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Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

The ecommerce giant’s launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

The news: Netflix reported record revenues in Q2, maintaining its position as the dominant subscription video-on-demand service. While the company no longer reports subscriber numbers, its low churn and ad-supported tier are driving revenue growth as the company looks to expand into other sectors like retail and more sports content. Revenues: $11.1 billion. Earnings per Share: $7.35.

Connected TV (CTV) on the whole is on par with traditional TV for time spent, but that time is divided up between subscription OTT, free ad-supported TV (FAST), and YouTube. While YouTube ranks well below traditional TV for daily time spent with media, every age group spends a substantial amount of time on the platform, making it a growing threat to other media time.

That scale dwarfs the output of traditional streamers: The number of new scripted series on global subscription-video-on-demand (SVOD) services was only 46 in 2024, a 10% YoY decline, per ShowTracker. Cost is another point of competition. While streaming services are raising subscription prices, YouTube launched a Premium Lite ad-free option in March for about half the cost of Premium.

US ad-supported video-on-demand (AVOD) viewers, by subscription OTT provider.

±á³Ü±ô³Ü’s SVOD-only and Live TV+SVOD also saw modest ARPU increases from higher ad revenues (growing from $12.36 to $12.40 and $99.94 to $100.27, respectively), but were significantly offset by subscriber mix shifts. Disney also announced that it will no longer provide subscriber numbers for its streaming offerings in quarterly reports.

Among activities, CTV-centric options like subscription OTT (sub OTT), YouTube, and free ad-supported streaming TV (FAST) will see the fastest time spent growth. Total time spent with video continues to rise, despite TV’s struggles. Topline time with video—like topline time with total media—is no longer growing much.