In Russia
🇬🇧 Ad-Supported Subscriptions Take Over the UK
According to a Barb report for Q3 2025, the total number of UK households subscribed to at least one SVoD service remained virtually flat at 20.5 million (69.5%), slightly down from 20.6 million in the previous quarter.
The main driver of growth now comes from ad-supported tiers.
Netflix remains the market leader with 17.6 million households. Its ad-supported plan continues to expand, now reaching 6.1 million homes — 35% of its total base, up from 31% in Q2.
Amazon Prime Video is available in 13.6 million homes, and notably, 87% of its users (11.8 million households) now watch content with ads, reflecting Amazon’s shift to an ad-default model.
Disney+ saw a slight dip to 7.5 million households, but its ad-supported tier nearly doubled year-on-year, now reaching 2.3 million homes (around 30% of its base, up from 28% in Q2).
Other platforms remained stable or showed modest growth: Paramount+ held steady at 3.3 million, Discovery+ rose to 3.2 million, Apple TV+ grew to 2.8 million, and NOW to 2.0 million.
