Digital i, the TV analytics firm, has released its latest Trend Report looking at evolving streamer strategies.

The report offers global consumer insights related to the evolving ad-supported space in Premium SVoD, Netflix’s live programming initiative, and the role that YouTube is playing in the new streaming landscape.

Ad-supported on Premium SVoD

• According to viewing data observed by Digital i, by the end of Q4 2024, 88 per cent of Prime Video subscribers across North America, Latin America, APAC and Europe were on ad-supported plans.
• In comparison, 35 per cent of Disney+ accounts across the same regions were on ad-supported plans, followed by 26 per cent for Netflix and 22 per cent for Max.
• During Q4 2024, global ad-free users across the board consumed at least 1.2x more content per day than ad-supported users.
• Among the top titles ranked by hours viewed for ad-supported Netflix, Prime Video, Max and Disney+ accounts during Q4 2024 across North America, Latin America, APAC and Europe, Grey’s Anatomy featured second place with 37 per cent of total hours viewed coming from ad-supported accounts.
• Prime Video titles Cross, The Lord of the Rings: Rings of Power and Red One all featured in the Global Ad-Supported Top 10, with Cross and Red One generating 71 per cent of their hours viewed from ad-supported subscribers and The Lord of the Rings: Rings of Power generating 67 per cent of viewing from ad-supported subscribers.
• Squid Game ranked top for both global ad-supported subscribers and subscribers across ad-supported and ad-free accounts.

Live Streamed Events

• The Christmas NFL games and the Jake Paul vs Mike Tyson fight on Netflix drew large audiences with more than 94 per cent of the NFL game viewing taking place live.
• For 457,000 new global Netflix subscribers during Q4 2024, the Paul vs Tyson fight was the first thing they watched after signing up.
• For 249,000 new global Netflix subscribers in Q4 2024 the NFL Christmas Gameday: Chiefs vs Steelers was the first thing they watched after signing up.

The Rise of YouTube

• From January 2022 to November 2024, across UCAN, Latin America, APAC and Europe the share of viewing time to YouTube content that was 30 minutes or longer increased from 53 per cent of viewing time to 68 per cent of viewing time.
• However, short-form still holds value. 9 times out of 10, users will start watching a short-form video over a long-form video. In terms of stream-starts, 90 per cent of all videos streamed are short-form.

Japan Leads YouTube Viewing

• In Q4 2024, active Japanese YouTube users spent an average of 214 minutes per day watching content, more than three times the amount of time spent watching Netflix which was 67 minutes per day.
• In South Korea, active YouTube users in Q4 2024 spent an average of 210 minutes per day watching YouTube content, more than double the average time spent on Netflix of 96 minutes per day.
• In the US, in Q4 2024, the average YouTube user spent 117 minutes per day watching YouTube which is higher than the 97 minutes per day watching Netflix.

Italy and Spain Favour Netflix

• In Spain, Italy, the UK and France, viewers watched more average minutes per day of Netflix than YouTube.
• In Spain, during Q4 2024, active users viewed 62 minutes per day of YouTube in comparison to 92 minutes per day of Netflix content.
• Italy recorded the lowest YouTube consumption, where users averaged less than an hour per day on YouTube and 91 minutes per day of Netflix content during Q4 2024.

Young Viewer Case Study: 18-24s in the UK

• In the UK, during Q4 2024, 18-24-year-olds spent more time watching content on YouTube than watching content on their Netflix accounts. This young demographic spent an average of 98 minutes per day watching content on Netflix and 108 minutes per day watching content on YouTube.
• During Q4 2024, 60 per cent of YouTube videos watched by 18-24-year-olds in the UK were viewed on mobile devices, 37 per cent through web browsers, and 3 per cent through TV screens.
• In comparison, for all UK adult viewers during Q4 2024, 15 per cent of YouTube videos watched were streamed on the TV.

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Tags: digital i, Lord of the Rings, netflix, Prime Video, squid game, youtube