Streaming services are leaning less on subscriptions as price hikes test consumer tolerance and ad-supported viewing grows. This report explains how shifting revenue mixes will shape content funding, bundling, and advertising strategies over the next few years.

Key Question: How will streaming services’ evolving business models affect video advertisers?

Key Stat: US streaming services will continue to reduce their reliance on subscription revenues, but Netflix will still receive 87.6% of its revenues from subscriptions in 2027.