Ad-Supported Plans Drive 78% of US SVOD Net Additions to Top 110M
Antenna reports that ad-supported streaming plans have surpassed 110 million subscribers in the US and accounted for 78% of net SVOD additions over the past nine quarters. Ad-supported tiers now represent 48% of subscriptions among premium SVOD services offering an ad plan, indicating the mainstream adoption and importance of these models for growth and subscriber retention.
Key Takeaways
- Ad-supported tiers surpassed 110 million US subscribers, excluding Amazon Prime Video.
- 78% of net SVOD subscriber additions over the past nine quarters came from ad-supported plans.
- Ad-supported tiers constitute 48% of premium SVOD subscriptions with ad options as of Q1 2026, up 9 points in two years.
- Peacock led ad-supported gross additions in Q1 2026 with 5.3 million, capturing 25% of the market.
- 78% of premium SVOD subscribers had used an ad-supported plan at least once by March 2026.
Why It Matters
The rapid growth and mainstream adoption of ad-supported SVOD tiers establish them as the primary engine for subscriber expansion in the US market. This trend reinforces the dual-revenue stream model as essential for scaling in an increasingly fragmented streaming landscape. To remain competitive, platforms must optimize their ad-supported offerings and effectively monetize diverse audience segments. Expect continued investment in ad-tech capabilities and distinct content strategies to attract both 'light' and 'heavy' viewers to these tiers.
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