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Insights
The evolution of ad-supported subscription models is reshaping the competitive landscape of the streaming industry in Colombia. Between 2021 and 2024, the availability of these plans grew by 41%, signaling a broader shift toward new monetization strategies by streaming platforms.
As of 2024, 59% of Colombian households subscribed to streaming services prefer lower-cost plans with ads, compared to 41% who choose to pay more for an ad-free experience. This mirrors the broader trend in Latin America, where 61% of users opt for ad-supported models. Notably, the average monthly price of an ad-supported plan in Colombia is USD 8.50, making it approximately 28% cheaper than the average price of an ad-free subscription.
On average, households in Colombia are subscribed to 3 streaming platforms. While the entertainment and leisure budget has grown by 21% over the last year, users choosing ad-supported plans primarily cite cost reduction (38%) as the main reason, followed by the ability to access more platforms without increasing total spending (32%). This trend reveals a shift toward value-driven content viewership, where users prioritize broader access to content libraries over uninterrupted viewing.
On the supply side, there is a clear trend of progressive expansion. Currently, 10 platforms offer monthly ad-supported plans in the country, including Max and Disney+. However, Netflix and Prime Video have yet to launch this type of plan in Colombia, despite having implemented it in other markets. In this context, advertisers can now reach specific audience profiles—something that was not possible with traditional linear television.
However, ad execution remains a key challenge. While 54% of users appreciate the ability to skip ads, 46% report that ads disrupt the storyline and negatively impact their viewing experience. Factors like ad volume, relevance, and frequency remain crucial to improving the overall user perception of ad-supported formats.
The advertising strategies of Disney+ and Max in Colombia are largely focused on promoting their own services. Trailers for movies and series represent the largest share of ads on both platforms (48% on Disney+ and 47% on Max), followed by internal messages about service features and upcoming releases (40% on Disney+ and 38% on Max). While less prominent, external advertising is also present: 15% of Max’s ads and 12% of Disney+’s feature third-party products or services. This indicates a hybrid advertising model, where in-house content promotion is dominant, but space remains available for brands aiming to reach digitally engaged audiences.
While negative user perception of advertising doesn’t hinder adoption, it does demand more refined implementation. The Colombian market presents a clear opportunity: advertisers can stand out by aligning their messages with evolving digital behaviors, while platforms must continue to optimize the ad experience to balance revenue growth with viewer satisfaction.
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