Over 50% of streaming revenue to come from ad plans by year’s end
Over 50% of streaming revenue to come from ad plans by year’s end
New data from Ampere Analysis shows that audiences are continuing to embrace ad plans as a way to save.
Ad-supported streaming is clearly here to stay. What was once little more than an easily ignored prophecy from streaming cynics, ad-supported streaming plans have now become a key part of nearly every major platform’s equation to keep themselves profitable. New data from Ampere Analysis illustrates just how widely ad plans have been adopted by subscribers; by year’s end, more than 50% of subscription revenue generated by over-the-top (OTT) streaming services will be from ad-supported tiers.
Key Details:
- Still rising: By the end of 2026, 54% of North American streaming revenue will be generated by ad plans.
- Prime territory: Prime Video leads the North American market with ad revenues of $14 billion in 2026.
- Content shift: Streamers are commissioning more unscripted titles, since they release seasons more regularly.
Ampere’s latest data shows that 54% of North American streaming revenue will be created by ad plans by the end of this year. Total revenue from ad tiers will reach $45.1 billion this year, up from $30.3 billion in 2024, and just $12.2 billion in 2022. Revenues from just advertising — excluding the subscription fee each person pays for a plan — will hit $18 billion in North America this year, more than one-fifth of total subscription OTT revenues.
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The North American market is the strongest for ad-supported streaming globally; nearly 60% of global ad-supported subscription OTT revenue is generated there. Platforms in this region create more revenue per user and can get a higher rate for their ad space, as well.
Amazon’s streamer Prime Video leads North American ad-supported subscription revenues. In 2026, it’s expected to exceed $14 billion in ad revenue, proving the shrewdness in its decision to simply convert all of its existing customers to ad-supported in 2024 instead of launching a new, lower-cost ad plan. In 2025, reporting revealed that Prime Video had doubled its ad load since launching commercials on its platform.
“Advertising has become a fundamental part of streamers’ business models, changing both how success is measured and the content they commission,” Ampere research manager Rory Gooderick said. “As subscriber growth slows in mature markets, the focus has shifted towards driving engagement and habitual viewing. The challenge now is to increase monetization without compromising the premium viewing experience that these streamers have spent years cultivating.”
The data from Ampere also shows that streamers have been changing the kinds of content they commission to swell their ad coffers further. The six largest global streaming services doubled their first-run and renewal commissions for unscripted titles between 2020 and 2025, in part because they release new seasons so frequently. More seasons mean more episodes, and more episodes mean more opportunities to put ads in front of viewers’ eyes.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.