\n
When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on the topic the State of OTT. How the world has changed just eight years later.<\/p>\n
This year, consumer adoption of CTV streaming continued to grow by leaps and bounds as consumers increasingly subscribe to ad tiers, watch more FAST channels, engage heavily with YouTube, and co-view content, according to Comscore\u2019s annual report, now called State of Streaming.<\/p>\n
\u201cStreaming is not just a medium, but a mirror of culture,\u201d the report\u2019s authors wrote.<\/p>\n
Ad-supported expansion:<\/strong> Many of the major streaming players grew their share of total households watching content on their ad tiers, according to the report. Netflix, for one, saw 45% of viewing happen on its ad tier in August of this year, up from 34% in August 2024. Viewing on Disney+\u2019s ad tier was up 16 percentage points, while Prime Video and HBO Max both saw ad tier viewership increase by 10 percentage points YoY. YouTube, long considered the leader in ad-supported viewing, saw a drop of two percentage points.<\/p>\nWhat devices are consumers regularly streaming on? Among respondents who own a streaming device, box, or stick, 50% said they stream on a Roku device, according to the report, and Roku households tend to subscribe to more paid services: 4.7 paid services on average, compared to 4.2 for other streamer households. It was followed by Amazon Fire TV at 38%, Apple TV at 19%, and Chromecast\/TV streamer at 13%.<\/p>\n
And as more consumers stream while their phones or other second devices are nearby, they\u2019re becoming receptive to new ad formats, too, according to the report.<\/p>\n
\u201cWhether it be \u2018choose your own adventure\u2019 narrative experiences, QR-enabled formats, shoppable ads, or integrated placements, many consumers see these types of ads as what make free or hybrid services appealing,\u201d the report\u2019s authors wrote.<\/p>\n
\n
\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
FAST and curious:<\/strong> Consumption of FAST channels jumped from 1.3 billion hours in August 2024 to 1.8 billion hours in August 2025, according to the report. About a third of Samsung TV Plus and Google TV users consume FAST content daily.<\/p>\n\u201cBlending the familiarity of linear viewing with the flexibility of digital delivery, FAST channels offer curated, always-on programming without a paywall\u2014an experience that feels both nostalgic and new,\u201d the report read. \u201cOriginally positioned as complementary to subscription platforms, they\u2019ve become a discovery engine for audiences and a strategic monetization tool for networks, distributors, and device manufacturers alike.\u201d<\/p>\n
Yes to YouTube:<\/strong> YouTube may have seen a slight decline in its ad-supported streaming viewership, but that doesn\u2019t mean consumers\u2019 eyeballs aren\u2019t on it, especially given how much creator content has come to occupy consumer attention in recent years. \u201cMore than half of US households stream YouTube content monthly for free,\u201d according to the report.<\/p>\n\u201cPlatforms like YouTube are no longer viewed as \u2018separate categories\u2019 but as integral parts of the streaming diet,\u201d the report read. \u201cFor many households, creator-driven video sits alongside premium series, sports, and films as everyday viewing.\u201d<\/p>\n
The more, the merrier:<\/strong> As consumers stream more, they\u2019re also streaming in the company of others. Survey respondents said they spent an average of 47% of their streaming time watching content by themselves, and an average of 37% of their time watching with one other person. About 10% of their time was spent watching with two other people, Comscore found. Among households with children, family time around the TV has increased, and95% of those households said they typically watch TV with others.<\/p>\n\u201cAs we look ahead, one thing is clear: streaming is no longer simply a medium. It is the heartbeat of cultural expression, consumer behavior, and advertising innovation,\u201d the report read.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on the topic the State of OTT. How the world has changed just eight years later. This year, consumer adoption of CTV streaming continued to grow by leaps and bounds […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22794","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-marketing"},"yoast_head":"\n
Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore | Brandiary<\/title>\n<meta name=\"description\" content=\"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=22794\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore | Brandiary\" \/>\n<meta property=\"og:description\" content=\"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=22794\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-31T19:37:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/10\/9f990f8ef7b876c185c503294350f36449994e54-700x467.gif\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=22794#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=22794\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore\",\"datePublished\":\"2025-10-31T19:37:50+00:00\",\"dateModified\":\"2025-10-31T19:37:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=22794\"},\"wordCount\":663,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=22794#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=22794\",\"url\":\"https:\/\/mysourcefunding.com\/?p=22794\",\"name\":\"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2025-10-31T19:37:50+00:00\",\"dateModified\":\"2025-10-31T19:37:50+00:00\",\"description\":\"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=22794#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=22794\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=22794#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore | Brandiary","description":"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=22794","og_locale":"en_US","og_type":"article","og_title":"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore | Brandiary","og_description":"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on","og_url":"https:\/\/mysourcefunding.com\/?p=22794","og_site_name":"Brandiary","article_published_time":"2025-10-31T19:37:50+00:00","og_image":[{"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/10\/9f990f8ef7b876c185c503294350f36449994e54-700x467.gif"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=22794#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=22794"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore","datePublished":"2025-10-31T19:37:50+00:00","dateModified":"2025-10-31T19:37:50+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=22794"},"wordCount":663,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=22794#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=22794","url":"https:\/\/mysourcefunding.com\/?p=22794","name":"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2025-10-31T19:37:50+00:00","dateModified":"2025-10-31T19:37:50+00:00","description":"When Comscore first began looking into streaming in 2017, the subject was still new enough that the measurement company opted to name its first report on","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=22794#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=22794"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=22794#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Nearly half of Netflix viewing is occurring on its ad-supported tier: Comscore"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/22794","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=22794"}],"version-history":[{"count":0,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/22794\/revisions"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=22794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=22794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=22794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![](\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/10\/9f990f8ef7b876c185c503294350f36449994e54-700x467.gif\")
<\/p>\n