Streaming platforms increase advertising loads to drive revenue

Streaming services in the United States are significantly increasing their advertising loads as companies seek higher profitability amid rising subscription costs, a trend often referred to as ‘streamflation’. According to data from Ampere Analysis, the average amount of advertising across major platforms rose by 18% between January and August 2026.

Paramount+ currently leads in advertising volume, with over nine minutes of commercials per hour, meaning approximately 15% of viewing time is dedicated to ads. Disney+ follows with nearly eight minutes of advertising per hour. While Netflix maintains a lower overall ad load at roughly 2.44 minutes per hour, it experienced the most dramatic increase, with its advertising volume surging 74% during the same eight-month period.

In contrast, Amazon Prime Video was the only major platform to see a reduction in advertising density. The shift toward ad-supported tiers is driven by consumer behavior, as data indicates roughly 60% of new users opt for cheaper, ad-supported plans rather than more expensive ad-free subscriptions.