Streaming Rebounds in 2025

Average daily usage of Netflix, Disney+ and Prime Video gained ground in 2025, per Digital i’s latest Streaming in Flux: 2025 in Review report.

The report tracked streaming audience data from Netflix, Disney+ and Prime Video in 2025 in 15 countries: the U.S., Canada, Mexico, Brazil, the U.K., France, Italy, Germany, Spain, Denmark, Norway, Finland, Sweden, Poland and the Netherlands.

Despite a 20.1 percent drop in viewing hours since 2023, Netflix usage began to recover in the second half of 2025. In Q4, subscribers averaged 99 minutes per day on the service, making it the most heavily used of the three tracked in the study.

Average daily viewing on Prime Video rose 15.8 percent, growing from 31.1 minutes to 36 minutes. Disney+ achieved a 47.6 percent rise among its users, from 20.8 minutes to 30.7 minutes.

All three streamers saw ad-tier growth in 2025, with their share of subscriber accounts using ad-supported plans up 8 to 9 percent from December 2024 to December 2025. Netflix rose from 32 percent to 40 percent, while Disney+ went from 37 percent to 45 percent. Prime Video saw a slightly larger increase from 77 percent to 86 percent, and it remains the platform with the highest proportion of ad-supported subscribers, since it places all its users on this plan by default.

The services differ in how their ad-supported and ad-free subscribers use the platforms. Ad-free subscribers typically watch more. On Netflix, ad-free users watched an average of 29 minutes more per day, while on Disney+, ad-free users watched an average of 10 minutes more per day. On Prime Video, however, ad-free users actually watched four minutes less on average.

In terms of content trends, fewer original series continued to decline. In 2025, 395 originals launched, down from 436 in 2024. The number of series returning for subsequent seasons, however, has risen to 297 in 2025, up from 271 in 2024.

Netflix originals continued to dominate the international reach chart for the three streamers in 2025. Its titles held the top ten spots. Wednesday, Stranger Things and Squid Game topped the list, followed closely by Adolescence.

However, highest reach does not always equal highest engagement. The report ranked the top 100 seasons with the highest reach in 2025 by their audience completion rates. While Squid Game season three topped the list with 81.5 percent of subscribers completing the season, many titles on the list did not appear on the international reach list, such as The Diplomat, American Murder: Gabby Petito, Amy Bradley Is Missing, Ginny & Georgia and Dos tumbas, among others.

High-impact originals, family-friendly content and live sports all served as subscription drivers in 2025. The first title viewed by a new subscriber can give a strong indication of why they signed up to the platform in the first place. On Netflix, Stranger Things was streamed by more than 1.1 million new accounts. On Disney+, Grey’s Anatomy was streamed by 790,000 new accounts. On Prime Video, The Summer I Turned Pretty was streamed by 295,000 new accounts.