BRISTOL, UK, 13/01/26: Global usage of ad-supported subscription tiers increased across Netflix, Disney+ and HBO Max between Q4 2024 and Q3 2025, according to Digital i research.
The highest growth in adoption was on Netflix, with 40% of active accounts using its Standard with Ads plan in Q3 2025, in the 20 countries measured by Digital i.
This was up by 14% from the 26% of subscribers on that tier in Q4 2024 that were recorded in Digital i’s trend report, Evolving Streamer Strategies, last year.
Ad-supported tier usage rose from 35% to 44% on Disney+ during that period and from 22% to 28% on HBO Max. Amazon’s streamer Prime Video remains the service with the highest ad-supported tier usage, but this fell from 88% of subscribers in Q4 2024 to 82% in Q3 2025.
Digital i measures streaming audience data in 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.
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ABOUT DIGITAL I
Digital i is a global streaming media measurement company that tracks subscriber engagement and content consumption through privacy-compliant, opt-in panels and proprietary data capture technology. Offering deep insights into what, where, when, why, and how viewers watch, Digital i empowers major streamers and studios to understand audiences like never before.
Founded in 2003, the company started out as a linear analytics firm and has since expanded to measure streaming audiences in more than 20 countries.
Digital i’s clients include streamers, broadcasters and media brands, who use viewing data analytics to negotiate better deals, compete on a global level, and find their niche in an ever-changing market.
Mark Layton
Communications Lead
mark.layton@digital-i.com
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