Streaming ad loads have increased dramatically in 2026
Streaming ad loads have increased dramatically in 2026
New data shows that ads per hour have increased by nearly 20% so far this year.
While more and more consumers continue to cut the cord and turn from cable to streaming, they are increasingly realizing that the benefits of the early streaming era have long since disappeared. Viewers are already unhappy with streamers that seem bent on raising prices without abatement, and now, new data suggests that streamers have been quietly increasing the number of ads per hour they show customers as well.
Key Details:
- Ad inflation: Business Insider reports that streaming ads per hour have risen by 18% in 2026.
- One exception: Only Prime Video is showing fewer ads now than it did at the start of the year.
- Worst offender: Paramount+ shows the most ads per hour, at over 9 minutes.
Business Insider received exclusive data from Ampere Analysis showing that streaming ad loads have increased in the past eight months. Between January and August, ad loads across top services have risen by 18%.
Across all top streamers, viewers are now seeing just over five minutes of ads per hour on average. Netflix had the biggest increase in its ad load of any streaming service over that span, adding a full minute of ads per hour. However, Netflix still shows the fewest ads of any streamer, at around 2.5 minutes per hour of content.
Paramount+ shows the most ads per hour of any streaming service, and has now surpassed 9 minutes. Hulu comes in a close second, with 8.23 minutes of ads per hour, and Disney+ is third with 7.54 minutes. All three services show more ads per hour than free ad-supported streamers like Pluto TV and Tubi.
Click chart to expand.
Of all top streamers measured by Ampere, only Prime Video reduced the number of ads shown per hour in the first eight months of the year. Prime Video reduced the number of ads shown from 2.78 minutes per hour to 2.6 minutes. BI found there is no significant correlation between a streamer’s ad-tier price and average ad loads.
Streamers have used ad plans in conjunction with well-publicized price increases in order to push their profit margins to a new height. Once enough viewers are signed up, ad tiers bring in significantly more revenue than ad-free plans, as platforms get to collect both subscription dollars and ad money from such plans.
Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr., and more. Get free access with a Walmart+ subscription.
Paramount+ includes “1883,” “Tulsa King,” “Star Trek: Discovery,” “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa League, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.