Kantar has released its latest Entertainment on Demand (EoD) data on the UK streaming market.
Covering the Q1 period, the data shows an increase in competition between Prime Video and AppleTV+ amid growing consumer adoption of ad-supported streaming tiers. Netflix continued to perform well in customer retention and Mubi reported its best quarter yet for new subscribers.
Key findings from the VoD market study, carried out by Kantar’s WorldPanel Division in Great Britain for the January to March period, included:
- Ad-supported tiers were selected by 33 per cent of new paid subscribers, up two percentage points from Q4. The figure rose to 56 per cent for Disney+ and 83 per cent for new subscribers to Prime Video.
- At 17 per cent, Prime Video recorded the highest share of new paying subscribers, with AppleTV+ and Disney+ in second and third place respectively.
- ‘Value for money’ was the primary motivation for 27 per cent of new ad-tier subscribers – a higher share than those choosing standard SVoD plans. Planned cancellations were also down, indicating price may be a factor in retention.
- 65 per cent of new Netflix subscribers selected the ad-supported plan, up from 42 per cent in the same period last year. Netflix maintains the industry’s lowest churn rate of around 2 per cent per month.
- Mubi secured 7th place for new subscribers.
- Overall household adoption of FAST services remains flat on Q4 2024, although Tubi continues to grow following its launch in the middle of last year.
- 19.8 million British households have at least one paid video streaming service, up 142,000 on the last quarter.
With a 16 per cent share of new subscribers, Apple TV+ saw the highest growth among major paid platforms, increasing subscriber base by 5 per cent over the last quarter. The company also saw a significant improvement in churn figures, reaching 7 per cent in March 2025.
Mubi’s subscriber base grew by 64 per cent, driven by an attractive promotional offer and the release of the critically acclaimed film, The Substance. The platform’s audience skews towards the 25-34 year old market and high income earners, with subscribers averaging six other services.
Dominic Sunnebo, global insight director at Kantar’s Worldpanel division, said, “Ad-supported tiers are continuing to help platforms like Prime Video, Netflix and Disney+ stay ahead by offering a more affordable way to access TV and movies, and shows that British audiences have become more receptive to ads in general. Apple TV+ is gaining ground fast, thanks to standout content like Severance, while niche platforms like Mubi are proving there’s strong demand for unique and curated experiences. The competition in this streaming market remains fierce, and it’s clear that viewers want flexibility, value and content that speaks to them.”
