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That squeeze has given streamers an opportunity to shift consumers over to ad-supported subscription tiers, which offer cheaper access to content while providing more revenues. In May, Antenna found that US ad-supported streaming subscriptions grew 80% in just one year. Our take: Consumers’ appetite for ad-supported subscription offerings has grown along with demand for bundles.

This sponsored article by FreeWheel will explore ad-supported streaming.

´¡³¾²¹³ú´Ç²Ô’s OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

Netflix’s elevated viewing time and ad prices allow it to generate a fair amount of ad revenues from its few ad-supported viewers. Click here to view our full forecast for Netflix ad revenues, per Netflix viewer. Currently, only a small share of Netflix viewers are ad-supported. But new sign-ups have been more amenable to advertising than long-standing subscribers.

Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.

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

Ad-supported growth: The rise of free ad-supported streaming services and ad-supported tiers on paid platforms may be partly driven by younger users’ viewing habits and budgets. More than two-thirds of Gen Zers and millennials subscribe to a free, ad-supported streaming plan.

Our take: With over half of Brazil's internet users already consuming news online and Mexico's digital news landscape rapidly evolving beyond traditional powerhouses Televisa and TV Azteca, NBC News Now's ad-supported, free-to-access model seems tailor-made to meet the demand in these markets.

Line between content and commerce blurring: As viewers embrace ad-supported streaming and smart TV interfaces, advertisers have new tools to convert attention into action, especially during high-stakes shopping events. Smart TV home screens—like LG, Roku, Samsung, and Vizio—are emerging as prime real estate for shoppable ads.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.

Amazon integrates Freevee content with Prime Video: Viewers gain access to ad-supported shows while Amazon streamlines its media ecosystem for advertisers.

As cable providers like Cox and Xfinity embrace FAST, it is clear that ad-supported streaming content will play an integral role in entertainment, particularly as it merges with established linear TV offerings.

The migration of users to non-ad-supported platforms like OpenAI’s ChatGPT has started pressuring traditional search revenues. Fastest-growing channels. Retail media is the fastest-growing digital advertising channel. It will grow 12.2% this year after more than doubling between 2021 and 2025. We expect double-digit annual growth until 2028. A rapid expansion in ad inventory is helping fuel growth.

Netflix ad-supported tier hits 70 million users: Live sports and exclusive sponsorships boost subscriber growth and advertising revenues.

The news: ´¡³¾²¹³ú´Ç²Ô’s Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, ´¡³¾²¹³ú´Ç²Ô’s shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale—it’s redefining what CTV access looks like in 2025.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

CNN and Roku want to thrive in the FAST lane: Both are launching free ad-supported streaming channels to lure price-conscious consumers.

Just a few years ago, only a couple of major sub OTT providers offered ad-supported tiers. Now they all do, and the competition for connected TV ad dollars is fierce. Netflix’s winning ways represent lost revenues for the others. Prediction. Netflix’s strong ad growth in 2025 will put it in a position to be one of the top two sub OTT ad platforms by the end of the decade.

The same is true with digital audio, albeit the ad-supported freemium model was favored there first before converting users to paid ad-free subscriptions. Canada is No. 2 worldwide for average daily time spent. Only adults in the US spend more time daily with media than those in Canada. The US leads Canada by about 100 minutes, driven by more TV time and wider media choice.