Amazon now has the highest portion of streaming audiences watching ads

Analysing Prime Video’s default ad-tier move and its impact on the SVOD market.

Almost one in five (18%) American consumers use only ad-supported tiers to stream, a ten percentage point increase since Q4 2023, according to a new Hub Research study.

The portion of audiences who only stream with ad-free services dropped from 30% in Q4 last year to 21% in Q1 2024, while most streamers (48%) use both ad-supported and ad-free platforms. 

The trend corresponds to the launch of ads on Amazon Prime video at the end of January 2024, which appears to have resulted in a rise in ad-supported viewing. The latest Nielsen datarevealed that Prime gained the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands