Streaming video has long been dominated by ad-free subscription platforms like Netflix, but ad-supported services like The Roku Channel, Hulu, and Pluto TV are beginning to gain share. In January 2021, just over a third (34%) of US households that had video streaming capability used ad-supported streaming services, up 6 percentage points from January 2020, per Nielsen. That 34% can be split into the 26% who used ad-supported video-on-demand (AVOD) platforms, and 8% who opted for linear streaming. (For context, we estimate that average daily time spent with digital video was up 25.4% last year—so the Nielsen data indicates AVOD captured a larger share of that explosive growth.)