Inside the Stream: Advertising’s Growing Importance for Streaming

Key Takeaways

• $81 B CTV ad revenue forecast for 2030, up from $44 B in 2025.
• Google, Amazon, Netflix to claim nearly half of global CTV ad spend.
• 55% of TV viewers have used at least one FAST service.
• Ad‑supported premium SVOD subscriptions hit 110 M Q1 2026, double 2024.
• Free viewing drives FAST growth, reshaping streaming revenue models.

Pulse Analysis

The surge in connected‑TV advertising reflects a broader shift in how audiences consume video. Forecasts from Omdia show global CTV ad spend climbing to $81 billion by 2030, driven by the scale of platforms like Google, Amazon and Netflix that together will command almost half of the market. This influx of ad dollars is prompting traditional broadcasters and new entrants alike to double‑down on programmatic capabilities and data‑rich targeting, turning the once‑subscription‑only landscape into a hybrid revenue model.

Free, ad‑supported streaming—often delivered through FAST (Free‑Ad‑Supported Television) channels—is rapidly gaining traction. Hub’s research indicates that more than half of U.S. TV viewers have experimented with at least one FAST service, attracted by the zero‑cost proposition. For advertisers, FAST offers a scalable inventory that mirrors linear TV reach while providing granular audience insights. This convergence is prompting brands to allocate larger portions of their media budgets to streaming, accelerating the migration of ad spend from legacy TV to digital ecosystems.

Premium SVOD services are also embracing ad‑supported tiers, as evidenced by Antenna’s data showing 110 million ad‑supported subscriptions in Q1 2026, a two‑fold increase from two years prior. The hybrid model allows platforms to monetize price‑sensitive viewers without sacrificing premium content, while giving advertisers access to highly engaged, subscription‑level audiences. As ad‑supported options proliferate, the competitive dynamics among streaming giants will increasingly hinge on their ability to balance subscription revenue with robust advertising ecosystems, shaping the future of media monetization.