The UK streaming landscape is undergoing a significant shift, with ad-supported services experiencing a surge in popularity. According to Worldpanel by Numerator’s Entertainment on Demand data, ad-supported streaming subscriptions reached a record 23 million in Q3 2025, closing the gap on ad-free tiers which stand at 29 million. This indicates a growing consumer acceptance of ad-supported models in the UK.
Prime Video has once again taken the lead in attracting new paid subscribers, securing 17% of new sign-ups, closely followed by Disney+ with 16%. Interestingly, 40% of new subscriptions opted for ad-supported tiers, a notable increase from 29% the previous year. The total number of UK households subscribing to at least one paid video service has risen to 20.3 million, an increase of 457,000 year-on-year.
Netflix continues to dominate in terms of viewership, claiming six of the top ten most-watched titles, including popular shows like *Wednesday* and *Squid Game*. This strong content library is contributing to the adoption of its ad-supported tier, as some users of ad-free plans switch to the more affordable option. However, when it comes to ad experience, Disney+ is currently outperforming Netflix, leading in areas such as ad load, length, relevance, and variation.
Worldpanel data suggests that dissatisfaction with advertisements can significantly increase churn risk, by as much as 47%. DAZN experienced a particularly strong month in the UK after acquiring the rights to the FIFA Club World Cup in July, almost doubling its user base. Although coverage was initially free within the app, nearly one-third of new viewers converted to paid subscriptions, with active usage remaining consistent throughout August and September.
In the realm of free, ad-supported streaming, Tubi has continued to expand, surpassing 10% of viewers in the category, while Pluto TV is struggling to maintain its market share. According to Worldpanel, brand loyalty played a crucial role in Prime Video's Q3 performance, with one in five new subscribers stating that they "love the brand."
Dominic Sunnebo, Global Insight Director at Worldpanel by Numerator, observes that the evolving ad experience is intensifying competition within the streaming market. He notes that "Netflix’s ad-tier satisfaction on number and length of ads fell by around 5 percentage points over six months, while Disney+ improved across all measures." Sunnebo further emphasizes that "DAZN’s approach shows how capitalising on a global moment can seed longer-term engagement."