Ad-supported tiers drive most new Premium SVOD subscriptions
Antenna reports that ad-supported plans now represent the majority of new subscriptions for most Premium SVOD services that offer them. Ad-supported Premium SVOD subscriptions in the U.S. reached 110 million by the end of Q1'26, up from 53 million two years prior. Disney+ and Hulu saw 70% of their Gross Adds come through ad-supported tiers in Q1'26, while HBO Max and Netflix also showed significant ad-supported gross add growth.
Key Takeaways
- U.S. ad-supported Premium SVOD subscriptions reached 110 million by the end of Q1'26, versus 53 million two years earlier.
- Disney+ added 5.4 million ad-supported subscriptions year over year and подня its share of ad-supported subscriptions by 4 points to 17%.
- HBO Max added 4.9 million ad-supported subscriptions year over year and increased its share by 4 points to 12%.
- Hulu held the largest share of Premium SVOD ad-supported subscriptions in Q1'26 at 23%, but that was down 3 points year over year.
- Disney+ and Hulu each saw 70% of gross adds come through ad-supported tiers in Q1'26, while HBO Max reached 55% and Netflix 54%.
Why It Matters
Ad-supported plans are now the main entry point for most Premium SVOD services that offer them, which changes how subscription growth is being captured in the category. The shift is visible across Disney+, Hulu, HBO Max, and Netflix, where ad-supported gross adds are now the majority or near-majority of new subscriptions. Antenna says the figures are a preview of its forthcoming State of Subscriptions report, so the next data point to watch is the full release and whether these Q1'26 share levels hold across the broader ad-supported market.
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