Four in Five Streaming Viewers Will Have an Ad-supported Plan by 2026

Ad-free streaming is no longer the default — it’s becoming the exception. With the average cost of ad-free plans rising 77% since 2020, according to EMARKETER, viewers are gravitating toward more affordable, ad-supported tiers in growing numbers. By 2026, more than four in five US subscription streaming viewers will have at least one ad-supported plan. Platforms like Peacock and Prime Video are already there, with roughly 80% of their audiences on ad tiers. And with US consumers averaging four streaming subscriptions per month, ad exposure isn’t something most viewers can sidestep.

This shift couldn’t be happening at a better time for advertisers. Ad-supported viewing now accounts for 74.2% of total US TV screen time, and streaming’s share of total TV ad impressions is on track to reach 50% by 2030. But more inventory doesn’t automatically mean better results. As CPMs decline and viewer attention fragments across services, the brands that win will be the ones prioritizing premium placements, leaning into live programming, and thinking strategically about where and how often their streaming ads appear.

Connected TV in the News

NFL Reportedly Seeking 50% Hike in New CBS Deal
MediaPost
The NFL is working on closing around a 50% rights fee increase on its existing deal with Paramount Skydance’s CBS that could start next season.

Premium Video Sees 33% More Co-Viewing Than YouTube
MNTN Research
According to a new survey from Premion, advertisers plan to increase spend on Connected TV this year, with budgets climbing an average of 17%.

Amazon Prime Video’s Ad-free Price Hike Pushes Viewers Toward Ads
EMARKETER
Amazon’s ad-free subscription tier will be rebranded to Prime Video Ultra and will now cost $4.99 per month, up from the current $2.99, on top of the cost for an annual Prime membership.