Squid Game, Cobra Kai and WWE helped Netflix capture the largest share of new paying subscribers globally (12%), ahead of competitors Prime Video, Paramount+, Apple TV+ and Disney+.
Data released by Kantar also showed strong subscriber growth for DAZN.
Netflix has managed to reduce subscriber churn, and used old fashioned strong content to encourage almost half (48%) of new subscribers to take its service. It also mains the ability to retain subscribers with exceptionally high satisfaction ratings (+42 NPS) helping secure its presence in two-thirds of VOD households.
Andrew Skerratt, Insight Director at Kantar, said: “Netflix’s international subscriber growth is the result of a deliberate, forward-thinking strategy built on global content diversification and heavy investment in interactive and AI-personalised storytelling. Its expansion into gaming and live events has created revenue streams and engaged with new consumers, and the early rollout of its ad-supported tier has proven equally successful, attracting price-sensitive viewers without cannibalising its premium base.”
Meanwhile, DAZN has delivered a strong start to 2025 with one of its best quarters to date, posting an impressive 11% quarter-on-quarter growth in global subscribers to cement its position as a rising force beyond just sports streaming. The platform is resonating with younger audiences (under-34s) who are increasingly drawn in through digital, social, and out-of-home campaigns promoting high-profile sporting events.
While DAZN subscribers report higher satisfaction with the depth and breadth of sporting content compared to competitors, there remain opportunities to improve. Dissatisfaction areas indicate a desire for better commentary quality (only 25% of subscribers satisfied), more robust interactive features, and a smoother ad experience during live events.
Andrew Skerratt continues: “After years of acquiring sports rights, DAZN is now positioning itself as more than just a place to watch live sport. It wants to be the central hub for the entire sports ecosystem. Its recent acquisition of Foxtel in Australia marked a milestone in this journey, strengthening DAZN’s global presence and highlighting its ambition to lead the international sports media landscape.”
Bundled services have become increasingly popular, with 26% of subscriptions now part of a package deal – up from 22% one year ago and 20% in Q1 2023. Platforms are moving beyond standalone content delivery to offer a richer ecosystem that links streaming with experiences and services like retail, gaming and fintech. Notably, 41% of households with bundled subscriptions are satisfied with the value they receive.
