We prepared this data drop with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.

This is the first installment in a semiannual data drop series summarizing and analyzing ad spending trends from data partner MediaRadar.

Over 60% of the US population will watch free ad-supported streaming TV (FAST) or the ad-supported plans of subscription OTT (sub OTT) services like Hulu and Netflix this year, per our forecast. Adults will spend more than 2 hours daily watching subscription and ad-supported streaming. And the market is growing: 80.4% of sub OTT viewers will have at least one ad-supported subscription this year, up from 71.5% in 2024. Indeed, sub OTT ad revenues are set to surpass $15 billion in 2026 and will continue to grow.

Hulu retains dominance as new competitors reshape the market

Hulu continues to be the primary destination for streaming ad dollars, generating $4.69 billion in 2025, up 7% YoY. And Amazon Prime Video is a massive secondary force in its first year of tracked data by MediaRadar, pulling in $3.04 billion. Together, these platforms capture nearly 46% of total market spend.

Other major platforms are experiencing double-digit growth as they compete for the remaining market share. Peacock and HBO Max both increased their ad spending by 21% YoY in 2025, reaching $1.91 billion and $1.17 billion, respectively. Netflix’s ad revenues increased by 26% to reach $1.17 billion. Even FAST services like Pluto TV and Tubi are maintaining steady growth, with Tubi crossing the $1 billion threshold in 2025 after a 19% increase.