Netflix’s ad-supported plan now accounts for 45% of total household viewing hours in the United States. This up from 34% in August 2024, according to Comscore’s State of Streaming 2025 report. The data reflects trends in both streaming adoption and ad-supported engagement, collected through Comscore’s CTV Intelligence, which tracks digital, linear TV, over-the-top, and theatrical viewing.

Netflix first launched its ad-supported plan in the U.S. in November 2022 at $6.99 per month, and increased in January this year to $7.99 monthly. The company claims the plan has attracted viewers who want access to content at a lower price, and Comscore’s data shows that nearly half of all Netflix viewing now occurs on this tier.

The ad-supported tier also contributed to Netflix’s Q3 2025 performance, which Netflix reported as having “more than doubled this year.” While Netflix does not break down ad revenue in the report, the growth of the ad-supported tier suggests that advertisers are reaching a sizable audience on the platform.

Metrics from other streaming services

Comscore’s report shows this model is part of a wider trend, as other major streaming platforms also saw growth on ad-supported tiers. Disney+ reported a 16-percentage-point increase, while Prime Video and HBO Max each saw a 10-point rise. YouTube’s free viewing, while slightly down, still reaches more than half of U.S. households monthly.

FAST channels see rising popularity

Free ad-supported television (FAST) channels also recorded significant growth. Total viewing hours on FAST services rose from 1.3 billion in August 2024 to 1.8 billion in August 2025. The report notes that around a third of Samsung TV Plus and Google TV users watch FAST content daily.

The report highlights that FAST channels were initially positioned as complementary to subscription services but now serve as both a discovery engine for viewers and a monetization tool for networks and distributors.

Connected TV and device usage

Streaming on connected TV remains a key driver for Netflix’s ad-supported viewing. In August 2025, 96.4 million U.S. households streamed content on connected TVs, an increase of 849,000 from 2024. Among those with streaming devices, 50% use Roku, which tends to be paired with multiple paid subscriptions, averaging 4.7 per household. Amazon Fire TV, Apple TV, and Chromecast follow in popularity.

Across these households, viewers spent 13.9 billion hours streaming, a 6% increase from 2024. On average, households now use 6.9 streaming services, slightly more than last year.

Consumers and ad formats

The Comscore report also highlights that viewers are becoming open to interactive ad formats. Formats such as shoppable ads, QR-enabled placements, and interactive “choose your own adventure” experiences are being integrated into ad-supported services. According to the report, these ad formats contribute to the appeal of free or hybrid streaming options.

For Netflix, this could include integrations that appear during content breaks, although specific experiments with these Netflix formats were not detailed.

Jen Carton, senior vice president of product management at Comscore, said, “Consumers are navigating crowded streaming options with the clear intention that they want value, simplicity, and content that is easy to access.”

What advertisers and marketers can draw from this

The growth of Netflix’s ad-supported tier, combined with rising FAST channel engagement, indicates that advertisers have more opportunities to reach streaming audiences outside traditional subscription platforms. With households increasingly using multiple streaming services and connected TV devices, ad placement strategies can be tailored to device types and content preferences.

Marketers should also note the increasing integration of interactive ad formats, which allow engagement alongside traditional video content. The Comscore report suggests that audiences are open to ads that enhance their viewing experience while providing access to content without a subscription barrier.

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