North America Leads Shift to Ad-Supported Streaming Tiers

Ad-supported streaming tiers have become the dominant revenue stream in North America, accounting for more than half of all subscription streaming revenues. According to Ampere Analysis research, ad-tier revenues will exceed $45 billion this year, surpassing $18 billion in advertising revenues alone.

The shift towards ad-supported models is being driven by consumer goods and retail companies, with Procter & Gamble, Amazon, and Walmart accounting 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 $14 billion this year.

Ampere's research shows that streamers are investing more in unscripted content, such as shows with regular releases that encourage habitual viewing. This is a departure from scripted content, which has traditionally been the focus of streaming services.