串流平台的广告正成为媒体与行销的新成长引擎，但也带来更高的用户反感。Magna Global（6 月）预估，今年美国串流广告支出将年增 13% 至 123 亿美元；传统电视网路广告则下滑 4.9% 至 338 亿美元。Kantar 指出串流已覆盖 96% 的美国家庭，规模让广告主加速移转预算。

Disney 与 Netflix 推出含广告方案以拉动订阅与变现；Netflix 在提供含广告方案的市场中，该方案占新增订阅「超过一半」。价格差异也很明显：Disney+ 含广告每月 12 美元，无广告版 19 美元。串流以拍卖与动态插入（依地点、观看纪录等）承诺更精准投放与更低门槛，但也削弱了对创意品质与投放节奏的把关。

用户抱怨集中在重复频率过高、内容不相关、品质偏低（甚至用 AI 生成）、语言投放失准（如英文节目出现西语广告），以及空白画面等技术问题；更突出的痛点是「音量过大」。加州于 10 月通过法律要求广告音量与节目一致，并将于 2026 年 7 月 1 日生效，可能推动更广泛的标准化。

Streaming ads are becoming a major growth engine, but they’re also driving viewer frustration. Magna Global (June) projects US streaming ad spend will rise 13% to $12.3B this year, while traditional TV network ads fall 4.9% to $33.8B. Kantar says streaming now reaches 96% of US households, accelerating budget shifts toward connected TV.

Disney and Netflix use ad-supported tiers to monetize and price-discriminate. At Netflix, ad tiers make up over half of new subscriptions in markets where they’re available. Disney+ with ads costs $12/month versus $19 ad-free. Streaming’s auction-based buying and “dynamic ad insertion” promise better targeting, but they reduce pre-vetting and control over what runs and how often.

Key complaints include repetitive frequency, irrelevant targeting, low-quality creative (sometimes AI-made), mis-targeted language ads, and occasional blank screens from unsold inventory or technical issues. The loudness problem is prominent: California passed a law in October requiring ad volume to match programming, effective July 1, 2026, a move that could influence broader standards.