According to the latest report from global streaming media measurement company Digital-i, the total amount of viewing hours across Netflix, Disney+ and Prime Video dropped from 39.5 billion in Q1 2023 to 36 billion in Q4 2025.
Streaming in Flux: 2025 in Review examines streaming audience data from the three services in 15 countries, including the UK, France, Italy, Germany, Spain, Denmark, Norway, Finland, Sweden, Poland and the Netherlands, the US, Canada, Mexico, and Brazil, during 2025.
It found that the decline in viewing time was led by a drop-off iin Netflix usage, but the analysts predict that is now beginning to stabilise.
The research suggests Disney+ and Prime Video are narrowing the gap on market leader Netflix across both total viewing hours and average daily usage. Disney+ achieved a +47.6 per cent increase in average daily minutes per user, while Prime Video viewing hours rose to 6.9 billion.
The number of consumers adopting cheaper ad-supported subscription plans is also showing universal growth, with all three platforms seeing an 8-9 per cent increase in accounts on ad-supported tiers within a single year. Prime Video retains the highest proportion of ad-supported users at 86 per cent.
