It’s not just an impression: Streaming services are showing one Advertising volume continues to increase Compared to the beginning of the year. The latest statistics are specific to the US and focus on platforms such as Netflix, Disney+, Paramount+ and HBO Max. So we need to understand what data is relevant to Italy, but many users have noticed an increase in ads during viewing.
Streaming advertising is increasing
Netflix launched its first ad-supported subscription in 2022, sparking a trend that other major streaming platforms would follow in subsequent years. According to an Ampere analysis report shared by Business Insider, The number of ads in the United States increased by 18% Between January and August 2026. We again clarify that this data relates only to the United States, so We don’t know if the same growth is happening in Italy. However, in recent months, some users have reported that ads appear more frequently and even for longer periods of time during viewing.
As can be seen from the figure, the horizontal bars show Average ad minutes across servicesLike Paramount+, it topped the list with 9.01 minutes of ad time per hour, followed by Hulu (8.23 minutes) and Disney+ (7.54 minutes). In short, after one hour of watching on Paramount+, We spend 15% of our time watching ads. But Netflix has passed Increase from 1.40 minutes of advertising per hour in January 2026 to 2.44 minutes per houran increase of 74%. Despite strong growth, the service still maintains the lowest overall ad load among the major streaming platforms.
A different story for Amazon Prime Video: Let’s move on Advertising time reduced from 2.78 minutes to 2.60 minutes. Also, don’t forget Many season ticket prices risemaking the platform’s increasing use of advertising even more important.
Different plan, but worth it?
More and more services are promoting ad-supported subscriptions. Advertising generates more revenue. Users can also choose an ad-free plan, but usually have to pay a higher price to avoid ads.
Netflix is raising prices in the UK for the second time in 2026, will Italy be increasing prices soon too?
Have you noticed an increase in advertising? Which streaming platforms do you use most? Let us know in the comments below.
