First quarter data from Kantar shows growing consumer adoption of ad-supported streaming tiers, with Prime Video and Apple TV+ emerging as standout performers at the start of 2025.
The Entertainment on Demand (EoD) survey found headline programmes like Severance on Apple TV+, Adolescence on Netflix and The White Lotus on NOW played a key role in driving subscriber growth this quarter.
Long-time favourite Reacher, (Prime Video) was the most watched title, followed by Toxic Town (Netflix) and 1923 (Paramount+). Adolescence was the 10th most-watched title in March, with its mid-month release tapping into a cultural zeitgeist in the UK in Q2.
Prime Video had the highest share of new paying subscribers, avoiding its typical subscriber dip after the Christmas holiday period, with Apple TV+ in second place and Disney+ in third. • Apple TV+ grew its subscriber base by 5% quarter-on-quarter, driven by hits like Severance. For the first time since launch, its churn rate dropped into single digits, reaching 7% in March 2025.
65% of new Netflix subscribers chose the ad-supported plan in Q1 2025, up from 42% a year ago – second only to Prime Video. Netflix maintains the industry’s lowest churn rate, holding steady at around 2% per month.
Dominic Sunnebo, Global Insight Director at Kantar’s Worldpanel division, commented: “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.”
Mubi experienced was the breakout star with its best-ever quarter, with a 64% surge in subscribers fuelled by the success of Oscar-winning film The Substance and an aggressive promotional campaign offering three months’ access for just £1. It secured 7th place for new subscribers.
Mubi, a specialised streaming platform focusing on emerging and established filmmakers, experienced a surge in subscribers in Q1 25.
19.8 million British households now have at least one paid video streaming service, an increase of 142,000 compared to Q4 2024.
