The news: Ad-supported tiers made up 28% of global streaming subscription revenues in 2025, a 460% increase from 2020, per Ampere Analysis. 

• Total global streaming revenues reached $177 billion in 2025—$157 billion from subscription fees and $20 billion from advertising on ad-supported tiers.
• Subscription revenues are forecast to surpass $200 billion by 2030, fueled by price hikes and hybrid services that offer both an ad-free paid tier and a cheaper (or free) ad-supported tier.

"The emphasis is no longer on pure subscriber growth but on extracting greater value from existing audiences,” Ampere’s Lauren Liversedge told The Hollywood Reporter.

Why it’s worth watching: Platforms are pivoting from subscriber acquisition to audience monetization. 

• Netflix—which spent the past decade pushing single, ad-free subscriptions—introduced lower-tier ad-supported options and opened up ad monetization opportunities. 
• The streamer more than doubled ad revenues last year despite launching its ads business just three years ago.

As ad-free subscribers churn, hybrid ad-supported models are becoming the primary growth engine.

• Price increases combined with ad tiers create a dual-track monetization strategy.
• Hybrid subscription–advertising models are increasingly central to long-term platform economics.
• Advertiser demand is scaling alongside inventory—a rare alignment in media.

Implications for brands: Streaming ads are moving beyond experimentation to become mainstream infrastructure. 

With streaming subscriptions saturating, the Netflix model of supplementing ad-free subscriptions and bundles with affordable, ad-supported offerings presents a growth and profit template for the industry.

• CMOs should accelerate connected TV (CTV) budget allocation before CPMs rise with demand. 
• Brands should negotiate first-mover partnerships with emerging ad tiers. Build audience segments around streaming behavior, not just demographics.