GoKawiilMegan Ellis / Android Authority
Add Android Authority on Google: Preferred Source Google Discover
TL;DR Major US streaming services increased their average ad loads by 18% between January and August 2026.
Netflix recorded a 74% increase but still shows the fewest ads, while Paramount+ leads with over nine minutes per hour.
Prime Video was the only major streaming service to reduce its ad load during the period.
No, you’re not imagining things — streaming services are now actually showing you more ads than they used to earlier in the year.
With ads in streaming, what started out as a free-to-watch model from Hulu has since transitioned into a cheaper alternative offered by almost every major streaming service. Netflix launched its first ad-supported tier in late 2022, and other services like Disney+, Prime Video, HBO Max, Paramount+, and more were quick to follow. Out of all those, only one platform currently shows fewer ads than it used to earlier in the year.
The revelation comes from an Ampere Analysis report shared by Business Insider, which indicates that ad loads across the top streaming services in the US increased by 18% on average between January and August 2026. This isn’t what users signed up for, but alas, here we are, with most services trying to squeeze more value out of existing subscribers.
Ampere Analysis Note: Chart shows average for users on advertising-supported tiers
The horizontal bar chart above highlights the average number of ad minutes users encountered per hour on several streaming services in January 2026 and August 2026. Paramount+ leads the bunch with 9.01 minutes of ads per hour now. The same service showed 7.87 minutes of ads per hour back in January. This means that in an hour of Paramount+ viewing, you’re spending roughly 15% of your time watching ads.
... continue reading