Some 88% of subscribers to Amazon Prime Video are doing so through an ad-supported tier.
Data released by Digital-I shows that Amazon’s move to convert its existing subscriber base on an ad tier – rather than launch a new tier at a lower pricepoint has created an instant advertising marketplace.
35% of Disney+ subscribers are on an ad supported ad tier with 26% for Netflix and 22% for Max. However the percentage is growing steadily.
The Digital-I study for Q4 2024 covers the United States & Canada, Latin America, Asia Pacific and Europe.
Across all the measured services, accounts on ad-free plans watched more on average per day than ad-supported counterparts during the quarter.
The difference was greatest on Netflix, where ad-free users watched an average of 24 minutes more than through ad supported plans. Other streamers showed less variation in daily minutes between plans.
The report also looks at moves into live sports, though notes that until the Jake Paul vs. Mike Tyson fight in December, live viewing on Netflix was modest. The fight is believed to be responsible for the addition of 457,000 new subscribers, illustrating the pull of live sport.
