More than half of all subscription revenue from over-the-top streaming services will come from ad-supported tiers by the end of 2026, according to The Streamable citing new data from Ampere Analysis.
In North America, the figure will reach 54 percent, generating $45.1 billion in total revenue from ad tiers—up sharply from $30.3 billion in 2024 and $12.2 billion in 2022.
North America accounts for nearly 60 percent of global ad-supported subscription OTT revenue, driven by higher revenue per user and stronger ad rates. Amazon’s Prime Video leads the market; the service is expected to exceed $14 billion in ad revenue in 2026 after converting its entire customer base to an ad-supported model in 2024 and later doubling its ad load.“
Pure advertising revenue (excluding subscription fees) is projected at $18 billion in the region, more than one-fifth of total subscription OTT revenues.
Advertising has become a fundamental part of streamers’ business models, changing both how success is measured and the content they commission,” said Ampere research manager Rory Gooderick. “As subscriber growth slows in mature markets, the focus has shifted towards driving engagement and habitual viewing. The challenge now is to increase monetization without compromising the premium viewing experience that these streamers have spent years cultivating.”
The six largest global streaming services have doubled their first-run and renewal commissions for unscripted titles between 2020 and 2025. The shift favors content that produces more seasons and episodes, creating additional inventory for ads.