A new report from Kantar reveals Netflix captured the largest share of new paying subscribers globally in 2025, at 12%, outpacing competitors like Prime Video, Paramount+, Apple TV+, and Disney+. This success is attributed to a combination of factors including strong content such as Squid Game, Cobra Kai, and WWE, which attracted nearly half (48%) of new subscribers. Netflix also maintains high subscriber satisfaction (+42 NPS) and a strong presence in two-thirds of VOD households.
Andrew Skerratt, Insight Director at Kantar, commented: “Netflix’s international subscriber growth is the result of a deliberate, forward-thinking strategy built on global content diversification and heavy investment in interactive and AI-personalised storytelling. Its expansion into gaming and live events has created revenue streams and engaged with new consumers, and the early rollout of its ad-supported tier has proven equally successful, attracting price-sensitive viewers without cannibalising its premium base.”
DAZN also experienced significant growth, boasting an impressive 11% quarter-on-quarter increase in global subscribers, establishing itself as a major player beyond sports streaming. The platform's success is particularly strong among younger audiences (under-34s), driven by targeted digital, social, and out-of-home marketing campaigns for high-profile sporting events.
While DAZN subscribers express high satisfaction with the breadth and depth of sports content, areas for improvement include commentary quality (only 25% of subscribers are satisfied), interactive features, and the ad experience during live events. Skerratt added: “After years of acquiring sports rights, DAZN is now positioning itself as more than just a place to watch live sport. It wants to be the central hub for the entire sports ecosystem. Its recent acquisition of Foxtel in Australia marked a milestone in this journey, strengthening DAZN’s global presence and highlighting its ambition to lead the international sports media landscape.”
The report also highlights the rise of bundled streaming services, with 26% of subscriptions now part of a package deal – a significant increase from 22% a year prior and 20% in Q1 2023. This trend reflects a shift towards richer ecosystems that integrate streaming with other services like retail, gaming, and fintech. Notably, 41% of households with bundled subscriptions are satisfied with the value they receive.