Tripling of Accounts in 2024: Brazil and the Rise of the Ad-Tier Model

Brazil leads the Ad-Tier market in Latam. In 2024, the volume of accounts tripled and totaled 17.2 million, 30% of the total. Netflix introduced the advertising option at the end of 2022 and exploded in 2024. Ad-tier is also offered by the leading platforms: Disney+, Globoplay, Max, and, from Q2 2025, Prime Video. Ad-tier plans contribute almost USD 500 million in revenue, 14% of the local OTT segment's revenue. This is a low ARPU alternative -USD 3.80—which tends to be compensated by an increase in the price of plans without ads.  Although there are different strategies, platforms have focused on Brazil and Mexico, the two largest advertising markets in the region. Netflix leads the Brazilian Ad-Tier market. By the end of 2024, 54% of its customers in the country had opted for this option, a volume that represented 17% of its global customers under this model. Although Max and Disney+ have a broader geographic deployment than Netflix, they are also betting on the Ad-tier as a lower-cost gateway. Prime Video has a more radical approach as it has compulsively migrated its entire base to Ad-Tier, which gives a new boost to the advertising segment. The platform aims at massification after acquiring local sports rights: Copa Brasil and Brasileirão. This research highlight is based on our data coverage of OTT in Latin America. Please contact us to get a demo and see the depth of our service. Don't miss our next event, NXT Media Days South America in Buenos Aires, on June 5, bringing together three dynamic event series, each focusing on pivotal areas of the evolving media and advertising ecosystem. By uniting Commerce Media Days South America, Nextv Series South America and CTV Ad Days South America under one brand, we provide a cohesive hub for industry professionals to explore cutting-edge trends, share insights, and develop strategies that will drive the future of media and advertising