As the streaming industry matures, the shift toward ad-supported models is reshaping how platforms balance revenue, content strategy, and viewer experience.

This report explores why major players like Netflix and Prime are leaning into ads, what it means for audiences, and how advertising is evolving across live sports, niche platforms, and hybrid models.

From financial pressures to personalised ad tech, we break down the forces driving the future of streaming and what smaller platforms can learn from the giants.