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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.

Apple’s Prime Video deal draws the lines of power in streaming: Growth in SVOD is slowing significantly, leaving services little choice but to piggyback off larger platforms.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

Forty-seven percent of consumers say they pay too much for subscription video-on-demand (SVOD) while 41% say SVOD content isn’t worth the price, up 5% from 2024. Only 49% of respondents have a cable or satellite TV subscription, down from 63% three years ago.

Click here to view our full forecast for digital video viewers in China or subscription OTT video viewers in China. Behind the Numbers.

This indicates that advertisers could find more value in FAST services than ad-supported subscription video-on-demand.

The news: Vimeo has launched Vimeo Streaming, a subscription video platform built to help creators launch polished, branded streaming apps across mobile and CTV, with no coding or infrastructure required. Tools include flexible subscription tiers, DRM and piracy protection, event ticketing, merchandising integrations, and AI-powered multilingual translation supporting 28 languages.

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

Paramount is elevating its streaming offerings, with Paramount+ now ranking as a top three SVOD service for original series hours watched domestically. Paramount’s merger with Skydance is still expected to close in the first half of 2025—a move that aims to transform the struggling streaming service into a viable revenue stream.

In addition to linear TV, sizable audiences tune in to AVOD and subscription VOD (SVOD) platforms, also known as OTT services. Device choice is also increasing, which is reflected by the growing number of CTVs in the home and their use via smartphones. More than 4 in 5 digital video viewers watched CTV on a smartphone, likely in addition to watching on other devices.