Advert-supported tiers are proving to be fashionable with streaming prospects. New knowledge from subscription analyst agency Antenna exhibits that 46 p.c of Discovery Plus, Disney Plus, Hulu, HBO Max, Netflix, Paramount Plus, and Peacock subscribers within the US are paying for ad-supported plans, and that round 75 p.c of subscribers have no less than tried them.
Many streaming providers have ad-supported tiers — HBO Max launched its $9.99 ad plan in 2021, adopted by Netflix’s $6.99 and Disney Plus’s $7.99 plans in 2022, for instance. However in its Q2 2025 State of Subscriptions report, Antenna notes that half of the large streaming platforms it analyzed didn’t supply an ad-supported plan two years in the past, and solely a 3rd of subscriptions to providers that did had been for an advert plan. Comparatively, 71 p.c of web subscriber additions over the past 9 quarters have been pushed by advert plans in keeping with Antenna’s knowledge, with no significant variations in demographic and loyalty in comparison with ad-free subscribers.
It’s a win-win for streaming firms that may reap the advantages of each further promoting income and development from offering extra reasonably priced memberships. Antenna stories that 65 p.c of customers who had subscribed to ad-supported plans had been fully new to the streaming service, with customers who had switched from pricer ad-free tiers accounting for less than 11 p.c of subscriptions.