Netflix continues to make gains signing up more subscribers for its advertising option than any other tier.
Looking at 12 key global markets, global streaming media measurement and analytics company Digital i estimates that 46.9% of all Netflix subscribers in June 2026 used its “Standard with Ads” tier, while 32.9% used its “Standard” no-ads plan and 20.2% had its “Premium” no-ads 4K household plan.
Although Netflix’s advertising-supported package has brought in many paying subscribers, they watch only 84 minutes a day — less than for the other two Netflix products.
Subscribers to Netflix’s Standard no-ads plan watch 93 minutes as day, while customers in its Premium plan view more than two hours a day, at 124 minutes.
The “Standard with Ads” tier has doubled as a share of all its accounts since 2023, Digital i says. In July 2023, it represented 24% of all Netflix business.
The premium plans give subscribers access to more simultaneous streaming and 4K viewing, which caters to the consumers who are heavier viewers in larger households.
Looking at Netflix’s recent results, media analysts have concerns over “viewer engagement” — watching Netflix shows — which has been slipping over the last year or so.
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Japan and South Korea have the largest percentage of Netflix subscribers with the Ads-supported plan — at 61.9% and 60%.%, respectively. The U.S., Canada, and Australia have the fewest, at 42.3%, 40.8%. And 33.6%.
But in terms of actual ad-tier accounts, the U.S. totals 28.4 million ad-tier accounts — fully 32% of the total subscriber base across the 12 markets measured.
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