Ad tiers become dominant streaming monetisation model in North America

Ampere expects ad tiers from the likes of Netflix and Disney+ to account for more than half (54%) of total subscription streaming service revenues – comprising advertising and subscription revenues – in North America by the end of the year.  

The researcher also estimates that advertising revenues alone will exceed $18bn in North America in 2026, accounting for more than one-fifth of total subscription OTT revenues for the first time. 

North America dominates the global ad-supported subscription OTT market, accounting for nearly 60% of global revenue. As subscriber growth slows elsewhere, Ampere says the region is suggesting the direction of travel for the global streaming market. 

Consumer goods and retail companies are leading the shift to streaming advertising. Procter & Gamble, Amazon, and Walmart have accounted for 22% of US subscription OTT advertising impressions so far in 2026. 

Amazon Prime Video leads the North American ad-supported subscription OTT market, with revenues expected to exceed $14bn in 2026. This follows its decision to shift subscribers onto an ad-supported plan in 2023, requiring users to opt out by paying an additional fee. In contrast, Netflix and Disney+ have encouraged users to choose their ad tier with a lower price point and fewer ads. 

Advertising has also reshaped the content that streamers commission. Ampere's research shows the six largest global streamers doubled first-run and renewal orders for unscripted content in North America between 2020 and 2025, increasing investment in shows with regular releases that encourage habitual viewing. 

Rory Gooderick, Research Manager at Ampere Analysis, said: "Advertising has become a fundamental part of streamers' business models, changing both how success is measured and the content they commission. As subscriber growth slows in mature markets, the focus has shifted towards driving engagement and habitual viewing. The challenge now is to increase monetisation without compromising the premium viewing experience that these streamers have spent years cultivating.” 

Global streaming subscription revenue surpassed $150bn for the first time in 2025, according to recent research from Ampere Analysis. Discover more here.