When will ad-supported viewing reach half of the US population?

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Ad-supported video-on-demand (AVOD) viewing will reach more than half of the US population in 2026, up from 41.8% this year, per our forecast.

Beyond the chart: Subscription OTT video penetration will surpass two-thirds of the US population in 2025, according to our estimates. Netflix is the top video streamer, already reaching more than half of the population. The race for subscribers has evolved into a race for ad dollars.

“Netflix used to be seen as AVOD’s primary competitor,” said our senior analyst Ross Benes. “Now it could eventually become AVOD’s primary contributor.”

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Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.