Streaming services are rapidly shifting toward ad-supported models as consumer preference for lower-cost subscriptions grows, prompting brands to refine their advertising strategies to avoid viewer fatigue and ad saturation.

Key Points

• Nearly half of all premium streaming subscriptions are now ad-supported, according to Antenna’s "State of Subscriptions" report.
• Tivo’s Q4 2025 data shows that most users of major platforms like Peacock, Paramount+, and Hulu are currently on ad-supported tiers.
• Netflix remains the primary exception, though its ad-supported subscriber base grew to 44.5% over the past year.
• Research from iSpot indicates that over 60% of brands run more than half of their TV and streaming ads simultaneously on social video platforms.
• One-third of viewers report annoyance with high ad frequency, creating a risk for advertisers who fail to diversify their creative strategies.

Why it Matters

The transition to ad-supported streaming represents a fundamental shift in how media companies monetize content and how brands reach audiences. Advertisers must now balance the increased availability of ad inventory with the risk of consumer burnout caused by repetitive messaging across streaming and social channels.