• by Wayne Friedman , Yesterday

Although quarterly ad-supported streaming universe keeps climbing, growth has slowed substantially -- now 10% higher in the first quarter of 2026 versus the year before to 110 million in the U.S., according to an estimate from subscription research company Antenna.

This is a major slowdown compared to the prior-year period. In the first quarter of 2025, ad-supported subscriptions nearly doubled, to 100 million from 53 million in 2024.

Hulu, the oldest of the premium streaming platforms, continues to have the biggest overall ad share of U.S. streaming subscribers at 23% (25.3 million), according to Antenna estimates.

Hulu’s share of all U.S. streaming declined from 26% the year before, as new competitors ramp up their ad-supported option selling efforts.

Peacock and Disney are roughly tied after Hulu -- a 17% share (19 million each).

The data excludes ad-supported subscriber gains from free tiers, pay TV providers (Comcast’ Xfinity, Charter’s Spectrum, for example) distribution as well as select streaming bundles.

Year-over-year, Antenna estimates Disney+ was the fastest-growing service -- adding 5.4 million. HBO Max was next 4.9 million (now with a 12% share).

In terms of overall subscription sign ups per individual streamer (ad-free versus ad-supported), Disney+ and Hulu lead in driving ad-supported trend, each now getting 70% of their respective business from ad-supported deals.

Peacock was next at 63%, followed by HBO Max at 55%.

HBO Max has been particularly strong in seeing more ad-supported gains versus its ad-free subscriber additions -- now at 55% for ad-supported, versus 48% a year ago. Netflix is next best here -- 54% versus 49% in the first quarter 2025.