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The U.S. market nearly doubled its ad-supported premium SVOD subscriptions from 53M to 100M in just two years. As of Q1 2025, 65% of these were new users, while Netflix led in internal migration, with 40% of its ad-tier subscribers switching from ad-free plans—compared to just 6% for other platforms.

Launched in January 2024, the ad tier is included in standard Prime memberships unless users pay to opt out. Amazon Ads generated $47 billion last year, ranking third globally behind Google and Meta.

Major players including Disney, Netflix, and Lionsgate have denounced the policy and signaled an intention to challenge it, both politically and operationally. Internationally, the proposal has raised concerns among U.S. allies who fear economic repercussions and potential job losses in their domestic film industries.

Streaming TV ad spend in the U.S. jumped 17% in 2024 to $12.9 billion, fueled by nearly 14,000 advertisers—29% more than the previous year. Two out of every three were new to streaming, contributing close to $1 billion in fresh investment.

In her new role, Catalina will lead on sales of ITV Studio’s burgeoning 95,000 hour catalogue to the Latin American region and support all US sales initiatives.