Which ‘Ad-Free’ Streaming Tiers Are Actually Ad-Free?
Pre-play ads on so-called ‘ad-free’ streaming plans are increasingly common, and we’ll take a look at which streamers are forcing viewers to sit through them.
The one-time idealistic belief that streaming would be ad-free forever has long since been shattered. Streamers are not only spinning up ad-supported plans to tempt price-sensitive customers, they are even going to lengths like discontinuing low-priced ad-free plans and cracking down on account sharing to entice people to opt for ad-supported plans over ad-free versions. Streaming providers simply can’t ignore the revenue available through advertising, and ads have become such necessary income generators that they’ve even seeped onto ad-free plans. The Streamable has observed this trend and wants to help viewers who are shopping for ad-free streaming plans know which services actually provide streaming without commercials.
Key Details:
- Many ad-free streaming tiers force viewers to sit through an ad for other content available on that service.
- Pre-play ads are a bid by streaming providers to keep viewers engaged once their chosen show or movie is over.
- Disney+, Netflix and Peacock do a good job of not forcing ad-free customers to watch ads, but which streamers are the worst offenders?
The streaming world has undergone a lot of changes in the past five years, but the most consequential of these is the need for providers to show investors that their streaming businesses can be profitable, not just popular. That’s why streamers have so enthusiastically embraced ads, and many customers have followed the example; recent data shared by Antenna showed that 56% of all streaming subscriptions in the first quarter of 2024 were for ad-supported plans.
Despite this willingness for customers to accept ads in order to save money, there are some passionate ad-free holdouts. A February study found that 36% of American viewers had upgraded a streaming subscription for the purpose of avoiding ads, despite the higher cost of doing so. However, another report released by Comcast in May showed that 40% of Americans report finding a new show thanks to video ads, and services that are desperate to drive engagement know how important it is to give audiences another reason to stay subscribed, even if it means putting ads in front of playback on ad-free plans.
If you’re considering upgrading to an ad-free plan, make sure that you read the guide below first! The Streamable will lay out which services try to sneak in a commercial or two before a title’s playback starts, and which are truly ad-free as promised.
Netflix
The world’s largest streamer is a good place to start, particularly since it currently does not force viewers to watch any ads ahead of playback. This is not to say that Netflix hasn’t made any compromises to get more people on its platform to watch ads; the service discontinued its cheapest ad-free plan, the “Basic” tier, in July 2023 for new customers. Existing customers still subscribed to that plan in Canada and the United Kingdom began receiving notice in late April that the ad-free Basic tier would no longer be available to them soon, and they would have to upgrade to the Standard plan ($15.49 per month USD) or downgrade to Standard with Ads ($6.99).
Will Netflix Begin Placing Ads on Ad-Free Plan?
Netflix’s popular originals generate more word-of-mouth than essentially anything on any other streamer. Never say never when there’s extra money to be had by incorporating more ads, but for now, The Streamable will predict that Netflix won’t take this step on its ad-free plans. The streamer knows and values its reputation as a top streamer among customers, and foisting ads on customers who pay nearly $10 per month more to stream ad-free could be a severe blow to Netflix’s street cred.
Does Netflix Show Pre-Play Ads?: No
Do We Predict That Netflix Will Show Pre-Play Ads?: No
Apple TV+
Apple TV+ is in a bit of a unique situation as compared to its peers on this list; it’s the only streamer among them without an ad-supported tier of its own. The company has made personnel moves which seem to point to the creation of such a plan, but until then, customers are forced to opt for its $9.99-per-month ad-free plan.
This plan does include pre-play ads for other Apple TV+ series. Since Apple TV+ relies almost entirely on original content, it does not have a large selection of licensed shows to let customers watch once they’re done with their chosen program. This gives the streamer extra incentive to show viewers ads before playback, although it does give the option to skip them as well.
Does Apple TV+ Offer Pre-Play Ads?: Yes
Can You Skip Apple TV+ Pre-Play Ads?: Yes
Hulu
Perhaps surprisingly, it is more expensive to stream ad-free on Hulu than any other service. While Netflix’s Premium tier is more expensive at $22.99 per month, the world’s largest streamer also offers its Standard ad-free plan for $15.49 monthly. So, at a whopping $17.99 to stream ad-free on Hulu, the price seems to be meant to drive customers to the better value found within the Disney Bundle. At the very least, however, the premium price Hulu charges for ad-free streaming includes actual ad-free streaming. There are no pre-play ads on Hulu’s ad-free plan as of now.
Will Hulu Begin Placing Ads on Ad-Free Plan?
It feels more likely that Disney would make this move than Netflix, and its general entertainment service might be a good candidate to do so. Disney CEO Bob Iger called much of Hulu’s content “undifferentiated” in February 2023, and showing ad-free customers commercials for other Hulu originals would be a good way to help differentiate them in the eyes of viewers.
Does Hulu Offer Pre-Play Ads?: No
Do We Predict That Hulu Will Show Pre-Play Ads?: Yes
Paramount+
There’s no doubt that Paramount+ is the worst offender in the streaming world when it comes to pre-play ads. Its Paramount+ with SHOWTIME plan is one of the cheapest ad-free offerings available at $11.99 per month, but to some customers, that’s simply more confirmation that they’re getting what they pay for.
Paramount+ shows at least one 30-second ad for another Paramount+ title ahead of playback on its ad-free plan. User tests showed that the streamer does offer a “Skip” button while streaming on desktop, but this option is not consistently available when watching Paramount+ with SHOWTIME on smart TVs. Viewers can use the back button on their remote, then restart playback to skip the ad, but often this causes the Paramount+ app to crash.
Does Paramount+ Offer Pre-Play Ads?: Yes
Can You Skip Paramount+ Pre-Play Ads?: Not consistently across all devices
Disney+
Much like its corporate sibling Hulu, Disney+ does not force viewers on its ad-free plan to sit through a pre-play ad before getting into new content. That’s especially important for its reputation among parents, who are often highly particular about which products and services their kids are exposed to while streaming.
Will Disney+ Begin Placing Ads on Ad-Free Plan?
The X-factor for Disney+ here could be the rollout of Hulu content on the streamer. Disney wants viewers to find content from both streamers on one app to boost engagement, and putting ads for relevant Hulu content in front of Disney+ originals would be a great way to get customers to watch titles from each within the Disney+ app.
Does Disney+ Offer Pre-Play Ads?: No
Do We Predict That Disney+ Will Show Pre-Play Ads?: Yes
Prime Video
Prime Video’s ad rollout went a little differently than other streamers’. Instead of creating a new, cheaper plan with ads and raising the price on its existing ad-free tier, Amazon simply launched ads on its existing tier, thereby instantly converting all customers who didn’t upgrade or cancel to ad-supported viewers. The good news is that customers who opted to upgrade to ad-free Prime Video for $11.99 per month have not had to grapple with pre-play ads so far.
Will Prime Video Begin Placing Ads on Ad-Free Plan?
It feels like a safe bet that Prime Video will eventually begin showing pre-play ads, and maybe even pause ads on its ad-free plan. Amazon didn’t grow into the giant business it has become without a few shrewd business moves, and its status as an e-commerce giant simply leaves too many synergistic opportunities for ads that customers can shop through the Amazon platform.
Does Prime Video Offer Pre-Play Ads?: No
Do We Predict That Prime Video Will Show Pre-Play Ads?: Yes
Max
Max’s reputation for prestige content and a premium experience has not prevented it from showing ads for new HBO originals and other new releases when an ad-free customer begins playback. Max does not show pre-play ads every time a viewer tries to start a title, and it does provide the option to skip.
Direct-to-consumer ad revenues rose 70% year-over-year in the first quarter of 2024 for WBD, and the company desperately needs that revenue as it continues to try to emphasize its streaming services as its TV networks continue to decline. That means that Max’s pre-play ads on its ad-free plan aren’t going away any time soon, even if they are some of the least intrusive out there.
Does Max Offer Pre-Play Ads?: Yes
Can You Skip Max Pre-Play Ads?:Yes
Peacock
Peacock is the last streamer on our list, but certainly not the least! Its ad-free plan is rising in price from $11.99 per month to $13.99 in July, but as far as The Streamable knows there are no plans to begin showing pre-play ads for Peacock originals or other content on the Premium Plus tier when the price does increase.
Will Peacock Begin Placing Ads on Ad-Free Plan?
Peacock has a long and storied relationship with ads, but we don’t predict that it will introduce pre-play ads on its ad-free tier in the near future. It has had multiple opportunities for doing so already, including when it shut down its ad-supported free tier in early 2023. If Peacock hasn’t rolled out pre-play ads on its ad-free tier by now, it’s likely not planning to do so any time soon.
Does Peacock Offer Pre-Play Ads?: No
Do We Predict That Peacock Will Show Pre-Play Ads?: No