Advertising is rapidly becoming a central part of the streaming business in North America. According to Ampere Analysis, ad-supported subscription tiers are expected to generate 54% of total subscription streaming revenue in the region by the end of 2026, with revenue from these plans projected to surpass $45 billion.
Advertising revenue alone is also expected to exceed $18 billion this year, accounting for more than one-fifth of total subscription OTT revenue for the first time. Prime Video is set to lead the North American ad-supported subscription market, with its revenue from the model expected to top $14 billion in 2026.
North America currently accounts for nearly 60% of global ad-supported subscription OTT revenue, making it a key indicator of where the streaming business could be heading elsewhere. Ampere expects the shift toward advertising-led models in the region’s mature streaming market to gradually spread to other territories.
The growing importance of advertising is also influencing what streaming platforms choose to commission. Between 2020 and 2025, the six largest global streamers doubled their first-run and renewal orders for unscripted content in North America, reflecting a stronger focus on programming capable of encouraging regular viewing and sustained audience engagement.
As subscriber growth slows across mature markets, streaming platforms are increasingly looking beyond subscriber numbers and focusing on how effectively they can keep audiences engaged. Ampere research manager Rory Gooderick notes that advertising is now reshaping not only the way streamers measure success but also the types of content they invest in and commission.
