VAB: Streaming App Use Increased 7% in Q4 2025, Led by Ad-Supported Tiers

Streaming app usage rose 7% in the final 90 days of 2025 versus the same period a year earlier, according to Video Advertising Bureau data cited by Media Play News from Samsung Ads’ State of CTV 2026. The growth was not evenly distributed: ad-supported subscription and free ad-supported tiers were reported up 24%, while more expensive ad-free SVOD app usage fell 26%. For viewers, the signal is straightforward: the streaming market is continuing to reorganize around cheaper, ad-funded viewing rather than a clean migration to premium, ad-free bundles.

Ad-supported tiers are becoming the default pressure valve

The most useful detail in the VAB data is not the headline 7% lift in app use, but the split underneath it. AVOD, as described in the report, includes all ad-supported streaming minutes, while SVOD includes ad-free streaming minutes, including hybrid apps that offer both ad-supported and ad-free plans.

That distinction matters because many major services now operate as hybrids rather than simple subscription products. A household may still think of a platform as “Netflix,” “Hulu,” or another paid app, but the industry increasingly measures the difference between an ad-supported viewing minute and an ad-free one. In practical terms, the cheaper tier is no longer just a defensive retention tool; it is becoming a central part of how platforms package audience attention for advertisers.

The reported 24% increase for ad-supported subscription and free ad-supported tiers also explains why viewers are seeing more services emphasize free channels, lower-priced plans, and app interfaces that push live-style streaming rows alongside on-demand libraries. The value proposition has shifted from “pay more to avoid ads” to “accept ads to keep the monthly bill lower,” and the usage data suggests many viewers are making that trade.

Broadcast still leads the ad market, but streaming is gaining share

The VAB report, as cited, says streaming advertising time share is growing incrementally as consumers move toward ad-supported platforms and services. Even so, legacy broadcast television remained ahead in total ad market share at 47%, followed by cable TV at 35% and streaming at 18%.

That is an important brake on any simplistic “linear TV is over” reading. Advertisers still place substantial weight on broadcast and cable reach, especially where scale and predictable viewing patterns matter. But the streaming share is now large enough that app design, ad loads, and cross-platform measurement have become core business issues rather than side projects.

This is also visible beyond the U.S. data point. AD HOC NEWS reported that ProSiebenSat.1 Media has been updating its strategy as streaming competition intensifies, with an emphasis on streaming, online advertising, data-driven services, recommendation technology, user interfaces, and cross-media ad offerings. The company’s position is specific to German-speaking markets, but the structural logic is familiar: traditional broadcasters are trying to connect linear reach with digital targeting before viewing habits move too far away from the old schedule grid.

What viewers should check before the next renewal

The immediate consumer takeaway is to audit which services are still worth paying for ad-free. If usage is drifting toward cheaper ad-supported plans across the market, platforms have a clear incentive to keep improving those tiers while reserving the premium price for households that strongly value interruption-free viewing.

Viewers should compare three things before renewing or upgrading: whether the ad-supported plan includes the same core content library, whether live channels or FAST-style programming are actually useful, and whether the ad load is tolerable for the kinds of shows they watch most. A lower bill is only a saving if the catalog and viewing experience still match the household’s routine.

For cord-cutters, the broader trend also argues against treating any one subscription bundle as permanent. As broadcasters, streaming-first platforms, and hybrid apps compete for ad-supported viewing time, the smartest setup may be a rotating mix: keep one or two must-have paid services, use free ad-supported apps for background viewing and catalog sampling, and downgrade ad-free plans when they are no longer central to the weekly watchlist.