The news: TV ad-supported viewing time grew 2% overall in Q2 across linear and streaming, reaching 73.6% of total time spent watching TV, per Nielsen—largely driven by streaming.

Ad-supported streaming grew 7% to a 45.3% share—but broadcast and cable continued a downward trend. Broadcast ad-supported viewing time fell to 26%, down 16% QoQ, while ad-supported cable fell 8% to a 28.7% share. Ad-free TV and streaming fell 4%, reaching a 26.4% share QoQ.

Behind shifting preferences: Subscription prices are rising faster than inflation, prompting many viewers to turn to ad-supported plans to save money rather than abandon platforms entirely. Sixty-six percent of US consumers stated a preference for saving money with ad-supported plans in 2024 over paying more for ad-free alternatives.