The adoption of ad-supported tiers is on the rise, with Antenna finding that ad-supported streaming hit a total of roughly 100 million subscriptions at the end of the first quarter of 2025, up from 53 million two years prior.

Per the new report from the research firm , 65% of ad-supported subscriptions in the U.S. were made up of new users, compared to 23% that were “win backs,” who previously subscribed to a service, canceled, and resubscribed to the ad-supported tier, and 11% that were “traders,” who switched from an ad-free tier.

Hulu had the largest share of ad-supported plans in the first quarter at 24%, followed by Peacock at 22%, Netflix at 15%, Paramount+ and Disney+ at 14% each, Max at 8% and Discovery+ at 3%.

Source: Antenna

When looking more closely at Netflix, Antenna fou

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