Netflix is leaning into its originals, not just for content, but for advertising. According to new data from Ampere Analysis, Netflix runs 12% more ads per hour on its original shows and movies than on licensed content. That translates to an average of 3.78 ads per hour for originals, compared to 3.33 ads for licensed titles.
This might not seem like a huge gap, but it’s a clear signal. Netflix is treating its originals as premium ad real estate. These titles drive the most viewership, and the platform is capitalizing on that attention without overloading the viewer. In its second-half 2024 viewing report, all of the top 15 most-watched shows were Netflix originals, totaling 4.4 million global viewing hours. That kind of engagement gives Netflix room to dial up the ad load slightly, knowing subscribers are unlikely to churn over a few extra spots.
Netflix isn’t alone in this approach. Prime Video is the only other major streamer where originals carry more ads than licensed content, with 10.4 ads per hour on originals compared to 9.8 on third-party shows. That said, both platforms still run fewer ads overall than their legacy-backed counterparts, underscoring their positioning as digital-first streamers focused on viewer retention.
Other platforms are playing it differently. HBO Max shows 19% more ads on licensed content than on its originals. That’s in line with HBO’s legacy as an ad-free premium brand, even if its streaming strategy has become more ad-flexible. Disney+ and Hulu are a bit more fluid. Because of cross-platform content sharing, originals from one platform often show more ads when streamed on the other. For example, Disney+ originals streamed on Hulu typically have more ads than Hulu originals do, and vice versa.
These differences matter, even if viewers don’t consciously notice them. Ad-supported streaming is still evolving, and platforms are refining how to balance monetization with perceived quality. For Netflix, originals are the crown jewel. By keeping the overall ad load light but slightly denser on its most-watched content, the company is sending a clear message to advertisers: if you want reach, pay for the hits.
The Streaming Wars is intentionally ad-free
We don’t run display ads. Not because we can’t, but because we don’t believe in them.
They interrupt the reading experience. They cheapen the work. And they burn advertisers’ money on impressions nobody actually wants.
So we chose a different model.
We say the things people in this industry are already thinking but don’t say out loud. We connect the dots beyond the headline and focus on explaining why things matter to the people working in this business.
If you believe industry coverage can exist without clutter and interruption, you can support it here → SUPPORT TSW.
Support is optional. But it directly funds research and continued coverage — and helps prove this model can work.
Support TSW →
