The number of users watching digital platforms like Netflix, Amazon Prime Video, and HBO Max through ad-supported plans is steadily increasing. While Netflix has grown its market share in this regard, Amazon still holds the top spot.
Digital platforms, which initially relied solely on subscription fees, have now added advertising revenue as a primary income stream. As the prices of standard packages increase, so does the number of users switching to these ad-supported plans. Indeed, the latest data shows a significant increase in the number of Netflix users opting for ad-supported plans.
According to Digital i's global report, spanning from the last quarter of 2024 to the third quarter of 2025, the proportion of Netflix subscribers choosing the ad-supported plan has risen to 40%. This represents a 14% increase compared to the previous year, placing Netflix first in terms of growing its ad-supported user base. However, when looking at the total number of ad-supported users, Amazon Prime Video still leads, with 82% of Prime Video subscribers using the platform with ads.
Disney+ and HBO Max Also See an Increase in Ad-Tier Users
Digital i's report indicates that the percentage of users opting for ad-supported plans has increased not only on Netflix but also on Disney+ and HBO Max. The user rate for ad-supported plans on Disney+ rose by 9%, while HBO Max saw a 6% increase. As of today, 44% of Disney+ users and 28% of HBO Max users are on ad-supported plans.
All of this indicates that, regardless of the platform, more and more users are switching to ad-supported plans. Users are willing to tolerate ads to reduce the increasing total cost of digital platforms, while digital platforms, in turn, create an alternative revenue model through advertising. In essence, this strategy, which was met with backlash when Netflix first announced it, has now become the industry standard. Moreover, it appears set to become even more widespread over time.
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