Eight in 10 Amazon Prime Video viewers use the ad-supported tier

Key stat: Eight in 10 US Amazon Prime Video subscribers will be ad-supported this year, according to our February 2024 forecast.

Beyond the chart:

• Amazon Prime Video will have 130.4 million US ad-supported viewers this year, accounting for 57.6% of subscription OTT video viewers, per our February 2024 forecast.
• Most of YouTube’s 241.8 million US viewers this year will watch with ads, making it the only streaming service with more ad-supported viewers than Amazon Prime Video.
• Amazon Prime Video’s high saturation of ad-supported viewers also means modest growth for the ad-supported option at around 1% YoY through the end of our forecast period in 2028. Netflix and Disney+ will see double-digit growth in ad-supported US viewers every year through 2028.
• Although AppleTV+ serves ads during live sports, it is the only major streaming service without an ad-supported tier.

Use this chart:

• Guide your connected TV (CTV) ad strategy.
• Assess CTV ad inventory by provider.

More like this:

• 5 charts to help marketers evaluate Amazon Prime Video ads
• More than half of US video subscription revenues will go to streaming services next year
• More streaming viewers are adopting ad tiers
• 4 ways to enhance your CTV ad creative and avoid consumer fatigue