▶️ Streaming Platforms Bring Ads Back to Paid Subscriptions

The global online video market is actively adopting the hybrid SAVOD (Subscription Advertising Video on Demand) model, where users gain access to a platform’s content library at a discounted rate in exchange for viewing ads.

The main driver behind this paradigm shift is slowing subscriber growth combined with rising content production costs. According to the Deloitte Digital Media Trends 2026 report, 61% of Americans are willing to cancel a service if its monthly price increases by as little as $5. Ad-supported subscriptions have emerged as a middle ground, helping platforms retain price-sensitive viewers.

Ad-supported tiers launched by Netflix and Disney+ in 2022 set the trend for the entire industry. By the first quarter of 2026, the number of such subscriptions across key US SVOD platforms surpassed 110 million (up from 53 million in 2024). Furthermore, ad-supported plans now account for up to 70% of all new sign-ups for Disney+ and Hulu, as well as over half of subscriber growth for Netflix and HBO Max.

In Russia, the hybrid monetization model remains in its early stages. The domestic online video industry remains robust on the strength of traditional paid subscriptions—according to TelecomDaily, streaming revenues grew by 31% in the first half of 2026 (reaching 99.5 billion rubles). Standard paid subscriptions generate over 96% of total revenue, while the share of advertising revenue continues to decline.

The online cinema Ivi remains the pioneer of SAVOD adoption in Russia. As Ivan Grinin, Deputy CEO for Content at Ivi, notes, an affordable ad-supported tier gives users access to the same exclusive content library at a lower price point, lowering the barrier to entry. Ivi’s ad inventory is monetized by the sales house MTS Ads Premium Video, giving brands access to a high-value core audience (ages 25–44 with high income) that was previously unreachable through direct communications.

However, most other major players—including Kion, Wink, and Gazprom-Media Holding services (Rutube, Premier)—currently prefer a strict division between ad-free paid access and the free AVOD model. Market insiders note that to convince Russian viewers to accept ad breaks within a paid service, the discount relative to a standard subscription must be at least 50%, with ad duration capped at no more than four minutes per hour of viewing.