Ad-supported plans are available for the majority of the Premium SVOD services Antenna measures, and data shows that U.S. consumers are growing increasingly comfortable with advertising in streaming environments. By the end of 2024, Antenna estimates 45% of Premium SVOD subscriptions were ad-supported, up +9pts YoY. Across the Premium SVOD services that offer both ad-supported and ad-free plan tiers, some 57% of Gross Additions to Premium SVOD in 2024 were ad-supported, up from 45% in 2023.
Every Premium SVOD service that offers both plan tiers saw an increase in the share of ad-supported Gross Adds YoY. According to Antenna estimates, In 2024 Paramount+ saw the greatest share-shift to ad-supported with an increase of +19pts among Gross Adds, compared to 2023. Likewise, Disney+, Max, and Netflix each saw double-digit share-shifts in favor of ad-supported tiers. By the close of 2024, Antenna observed 5 of 7 services with a majority of Gross Adds going to ad-supported tiers.
The insights cited in this post are featured in Antenna’s Q1’25 State of Subscriptions Report. If you’re interested in downloading your own copy of the full report, you can sign-up to access it automatically here. If you’re already on our distribution list, check your email - we sent out a download link upon publication to everyone who has opted-in to receive communication from Antenna. If you’re an existing Antenna client, you have exclusive access to a client-only expanded version of the Q1’25 State of Subscriptions report! If you haven’t already received your copy, reach out to your Antenna contact.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
