Netflix Sees 14% Growth in Ad-Tier Users, But Prime Video Remains on Top – New Research Insights
The number of Netflix subscribers utilizing the platform’s ad-supported tier has experienced a significant increase of 14% year-over-year. However, Prime Video continues to lead in subscriber metrics, according to research from Digital i.
Data collected over the past year, from the fourth quarter of 2024 to the end of the third quarter of 2025, reveals that 40% of active Netflix accounts are now subscribing to ad-supported tiers, up from 26% during the same period the previous year.
This growth rate is the highest among global streaming platforms, surpassing Disney+, which saw a 9% increase, and HBO Max, which recorded a 6% rise in ad-tier subscriptions.
Despite Netflix’s growth, Prime Video retains the highest overall proportion of ad-tier subscribers at 82%, although this figure has declined from 88%. Disney+ follows with 44% and HBO Max at 28%. The recent surge in engagement on Netflix, particularly following the release of the final segment of Stranger Things over Christmas, is believed to have contributed to these trends.
In November, Amazon reported that Prime Video reached 315 million monthly viewers, a notable increase from 200 million in April 2024. In comparison, Netflix attracted over 190 million viewers. While the methodology for these metrics is under scrutiny, the overall trend indicates a growing preference for ad-supported subscription tiers.
Digital i’s research monitors streaming audience data across various markets, including 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.
