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Nearly 100 million U.S. subscriptions now include ads, with 75% of streaming users having tried an ad-supported plan. Ad tiers accounted for 71% of net adds across Premium SVODs over the past nine quarters.

Over 3.7 million new streaming subscriptions were added in the Nordics over the past year, pushing the total past 23 million. Sweden alone accounted for more than 2 million of those, with ad-supported models driving over half of the regional growth.

According to "The Big Shift 2025" report by LG Ad Solutions, 69% of UK and 71% of Canadian viewers now prefer free ad-supported content, with over 20% canceling paid subscriptions. Advertisers are seeing strong returns, with up to 40% of viewers taking direct action after seeing a CTV ad.

Mediavision’s new report reveals a 65 percent surge in HVOD subscriptions – yet Finland remains behind in streaming uptake compared to the other Nordic countries.

Kantar reports a drop in global churn to 4.6%, with 69% of new users joining via promotional deals. Exclusive content and pricing drove 61% of sign-ups, signaling a shift in platform acquisition strategies.