New data from Kantar reveals a significant shift in the streaming landscape during the first quarter of 2025, with a notable increase in consumer adoption of ad-supported streaming tiers. Prime Video and Apple TV+ stand out as leading performers, demonstrating the effectiveness of this model.
Kantar's Entertainment on Demand (EoD) survey pinpoints specific programs as key drivers of subscriber growth. Popular shows such as Reacher (Prime Video), Toxic Town (Netflix), and 1923 (Paramount+) topped the viewing charts. Adolescence (Netflix), despite its mid-March release, secured a spot among the top ten most-watched titles, reflecting its cultural impact. Prime Video notably avoided its typical post-holiday subscriber dip, acquiring the largest share of new paying subscribers, followed by Apple TV+ and Disney+.
Apple TV+ experienced a 5% quarter-on-quarter subscriber growth boost, largely attributed to the success of Severance. This growth is further underscored by a significant drop in churn rate – reaching a single-digit 7% in March 2025 for the first time since launch. A substantial 65% of new Netflix subscribers opted for the ad-supported plan in Q1 2025, a significant increase from 42% the previous year, second only to Prime Video. Netflix continues to boast the industry’s lowest churn rate, remaining stable at approximately 2% monthly.
Dominic Sunnebo, Global Insight Director at Kantar’s Worldpanel division, stated: “Ad-supported tiers are continuing to help platforms like Prime Video, Netflix and Disney+ stay ahead by offering a more affordable way to access TV and movies, and shows that British audiences have become more receptive to ads in general. Apple TV+ is gaining ground fast, thanks to standout content like Severance, while niche platforms like Mubi are proving there’s strong demand for unique and curated experiences. The competition in this streaming market remains fierce, and it’s clear that viewers want flexibility, value and content that speaks to them.”
Mubi, a specialized streaming service, reported its most successful quarter ever, with a remarkable 64% surge in subscribers. This growth was fueled by the success of the Oscar-winning film The Substance and a strategic promotional campaign offering three months' access for £1. This propelled Mubi to seventh place in terms of new subscribers. The number of British households with at least one paid video streaming service has also risen to 19.8 million, reflecting the overall growth of the market.