Kantar, the marketing data and analytics company, has revealed growing adoption of ad-supported streaming, strong competition between Prime Video and Apple TV+, and a breakout performance by Mubi, which recorded its best-ever quarter in the Entertainment on Demand (EoD) GB streaming market data.

The study in Great Britain, from Kantar’s Worldpanel division, uncovered the following behaviours within the VoD market between January and March 2025:

• A third (33 per cent) of new paid subscribers choose ad-supported tiers, up from 31 per cent in Q4 2024. This rose to 56 per cent among new subscribers to Disney+ and 83 per cent to Prime Video.
• Prime Video had the highest share of new paying subscribers, with Apple TV+ in second place and Disney+ in third.
• 27 per cent of new ad-tier subscribers cited “value for money” as their primary motivation – a higher share than those opting for standard SVoD plans. Planned cancellations were also lower among ad-tier users, suggesting that cheaper monthly costs encourage greater retention.
• 65 per cent of new Netflix subscribers chose the ad-supported plan in Q1 2025, up from 42 per cent a year ago – second only to Prime Video. Netflix maintains the industry’s lowest churn rate, holding steady at around 2 per cent per month.
• Mubi secured seventh place for new subscribers – its best performance to date.
• Overall household adoption of free ad-supported services like Pluto TV and Tubi remains flat on Q4 2024. However, Tubi continues to increase its new subscriber share since launching mid-year 2024.
• 8 million British households have at least one paid video streaming service, an increase of 142k on Q4 2024.
• Long-time favourite Reacher (Prime Video) was the most watched title, followed by Toxic Town (Netflix) and 1923 (Paramount Plus).
• Adolescence was the tenth most-watched title in March, with its mid-month release tapping into a cultural zeitgeist in the UK in Q2.
• On NOW, The White Lotus was a key driving force behind 20 per cent of new sign-ups in Q1. While strong March numbers lifted its profile, slower subscriber acquisition in January and February kept NOW’s overall quarterly share modest.

Prime Video overcomes post-festive churn whilst Apple TV+ gains ground

According to Kantar’s EoD data, Prime Video overcame its usual seasonal drop in subscriber share during Q1, defying the post-holiday cord-cutting trend seen in previous years. A drop in planned cancellations for Prime Video during Q1 2025 reflected that users continue to find value in its bundled services, including Amazon shopping incentives.

Prime Video recorded the highest share of new subscribers of any other steaming platform at 17 per cent, driven by popular shows such as Reacher (pictured) ranking among the most-watched titles in March. Additionally, 27 per cent of Prime Video subscribers identified it as their most valued streaming service: Amazon’s ‘one-stop shop’ strategy for entertainment appears to be paying off, with an increase in users reporting that they turn to Prime Video first when seeking new content inspiration.

Apple TV+ also performed strongly, securing a 16 per cent share of new subscribers. The latest season of Severance played a key role, with 37 per cent of new subscribers citing it as their primary reason for signing up. Apple TV+ saw the highest growth among major paid platforms, increasing its subscriber base by 5 per cent compared with Q4 2024. For the first time since launch, churn rates for Apple TV+ fell into single digits, reaching 7 per cent in March 2025 – a significant improvement from previous double-digit figures.

Mubi capitalises on niche appeal

Mubi, a specialised streaming platform focusing on emerging and established filmmakers, experienced a surge in subscribers in Q1. This was driven by the release of critically acclaimed film The Substance, alongside a promotional offer of three months’ access for £1.

Mubi’s subscriber base grew by 64 per cent, marking its best-ever quarter. The platform’s audience skews heavily toward 25–34-year-olds, high-income earners and those drawn to specific films via social media advertising. However, retaining these new viewers may prove challenging, as Mubi subscribers tend to use an average of six other streaming services.

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.”

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Tags: Apple TV, Disney, Kantar, netflix, Prime Video, reacher