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👀 Viewers Are Flocking to Cheaper Plans
The popularity of ad-supported subscriptions on Netflix, Disney+, and HBO Max surged in 2025.
According to Digital i, Netflix was the fastest-growing: in Q3 2025, 40% of active accounts were on the “Standard with Ads” plan, up from 26% a year earlier.
Platform stats:
▶️ Netflix: in the US, the ad-supported tier now accounts for 45% of total household viewing time.
▶️ Disney+: the share of users on ad-supported plans rose from 35% to 44%.
▶️ HBO Max: up from 22% to 28%.
▶️ Prime Video: still holds the highest share at 82%, although this has dipped slightly.
Analysts note that time spent watching ad-supported content increased by 43% in 2025. Viewers are increasingly willing to tolerate advertising in exchange for saving on their monthly subscription fees.
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