Digital i has released the results of its latest research showing growth in ad-supported streaming across Netflix, Disney+ and HBO Max between Q4 2024 and Q3 2025, with Netflix recording the highest growth in adoption.
Across the 20 countries measured by Digital i, 40 per cent of the streamer’s active accounts were using its Standard with Ads plan in Q3 2025, representing a 14 per cent increase over figures recorded in the company’s trend report, Evolving Streamer Strategies, last year.
The same period saw ad-supported tier usage growth from 35 per cent to 44 per cent for Disney+ and an increase from 22 per cent to 28 per cent on HBO Max.
Although it remains the service with the highest ad-supported tier usage, Amazon Prime saw a fall from 88 per cent to 82 per cent of subscribers across the period.
Digital i measures streaming audience data across the U.S., Canada, Argentina, Mexico, Brazil, Colombia, the UK, France, Italy, Germany, Spain, the Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan.
