That’s a lot.
As someone who hated the commercials on TV, nothing felt more zen than my Netflix disc-by-mail subscription in about 2005. Not only weren’t there any ads in the content ; there wasn’t any ad text anywhere, or even any artwork on the paper sleeves.
It was pure cinema. Those days are gone. There aren’t any DVDs, and Netflix’s ad business is responsible for a rapidly growing share of its revenue. If Netflix’s own claims are to be believed,around this time last year that ad-supported Netflix was reaching 94 million people—a more-than-doubling of claimed viewership.
And 2025’s number was more than double itsthat the ad-supported Netflix tier had only grown 14% year-over-year according to the research firm Digital i. That’s a huge discrepancy. To account for at least some of that difference, note that Netflix is basing its reports—which are geared toward prospective advertisers—on the number of viewers, not subscribers. That Digital i report also said only 40% of active Netflix subscriptions are ad-supported, which is important to keep in mind too.
Netflix is not yet making nearly as much from advertisers as it is from subscriber fees. According to aSo when you watch Netflix with ads, remember that every hour you’re staring at that screen, you’re seeing—up to about 8% of your viewing time. That’s the amount of your life you’re giving up for something that makes Netflix only 5% of its revenue.
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