Ad-Supported Streaming Tiers Set to Take Majority of North American Revenues

Advertising-supported subscription tiers are expected to generate 54% of North American subscription streaming revenues by the end of 2026, according to new research from Ampere Analysis. The shift highlights the growing importance of advertising as streaming platforms look to increase revenues in increasingly mature markets.

Combined subscription and advertising revenues from ad-supported plans are forecast to exceed $45 billion across North America this year. Advertising alone is expected to contribute more than $18 billion, taking its share of total subscription OTT revenue above 20% for the first time.

North America currently accounts for almost 60% of global revenues from ad-supported subscription streaming. Ampere attributes the region's leading position to higher subscription prices and advertising rates, a mature connected TV market and growing consumer acceptance of advertising-supported services.

Amazon Prime Video is expected to lead the North American ad-supported subscription market, generating more than $14 billion in revenue during 2026. Amazon introduced advertising to its standard Prime Video service in 2024, while platforms including Netflix and Disney+ have used lower-priced plans to encourage customers to opt for advertising-supported subscriptions.

The growth of advertising is also influencing the type of content being commissioned. Ampere found that first-run and renewal orders for unscripted programming from the six largest global streaming services in North America doubled between 2020 and 2025, reflecting demand for regularly released content that can encourage repeat viewing and sustained engagement.

The findings demonstrate how advertising has become an increasingly important part of streaming business models. As subscriber growth slows in mature markets, platforms are placing greater emphasis on viewer engagement, habitual viewing and monetisation, while attempting to maintain the premium viewing experience expected by subscribers