๐ฌ๐ง Britons Are Rapidly Shifting to Ad-Supported Streaming
In Q3 2025, ad-supported streaming subscriptions in the UK reached 23 million, sharply narrowing the gap with ad-free tiers (29 million), according to Worldpanel.
40% of all new paid subscriptions came from ad-supported plans, up from 29% a year earlier.
Prime Video regained the top spot for new subscriptions (17%), surpassing Disney+ (16%).
Netflix continues to dominate in content popularity (with 6 of the 10 most-watched titles), driving growth in its ad-tier users. However, Disney+ has overtaken Netflix in terms of advertising experience quality (relevance and duration).
Ad dissatisfaction increases churn risk by 47%.
Sports streamer DAZN nearly doubled its subscriber base after acquiring rights to the FIFA Club World Cup, converting almost one-third of new viewers into paying subscribers.
Experts note that enhancing the ad experience โ as shown by Disney+ and DAZN โ is intensifying competition in an increasingly mature market.
