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EMARKETER

US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024

Ads on Amazon Prime Video Shake Up Streaming, Netflix and Disney+ Viewers Shift to Ad Plans

Report by Ross Benes  |  Apr 8, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Amazon shakes up ad-supported streaming
The ad-supported video streaming market is getting more crowded
Sources
Media Gallery
About This Report
Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.
Topics
Video Advertising
US
Table of Contents
Executive Summary
Amazon shakes up ad-supported streaming
The ad-supported video streaming market is getting more crowded
Sources
Media Gallery

Amazon made an immediate impact with Prime Video’s new ad tier. Netflix and Disney+ will make sizable gains in ad-supported viewing, but most of their users will still choose their ad-free plans. YouTube and free streaming services feature growing audiences that will compete for ad dollars.

Key Question: What share of the viewers of various US subscription streaming services are ad-supported?

Key Stat: A full 80.0% of US Amazon Prime Video viewers will be ad-supported in 2024, a higher share than any other subscription streaming service.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

Table of Contents

  1. Executive Summary
  2. Amazon shakes up ad-supported streaming
  1. The ad-supported video streaming market is getting more crowded
  2. Sources
  1. Media Gallery

authors

Ross Benes

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Max Willens
Senior Analyst
Yoram Wurmser
Principal Analyst
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