Netflix Drives Growth in Ad-Supported Streaming

According to new research from Digital i, global usage of ad-supported subscription tiers increased across Netflix, Disney+ and HBO Max between Q4 2024 and Q3 2025, with the highest growth in adoption on Netflix.

On Netflix, 40 percent of active accounts are using its Standard with Ads plan in Q3 2025 in the 20 countries measured by Digital i.

This was up by 14 percent from the 26 percent of subscribers on that tier in Q4 2024 that were recorded in Digital i’s Evolving Streamer Strategies report last year.

Ad-supported tier usage rose from 35 percent to 44 percent on Disney+ during that period and from 22 percent to 28 percent on HBO Max. Prime Video remains the streamer with the highest ad-supported tier usage, but this fell from 88 percent of subscribers in Q4 2024 to 82 percent in Q3 2025.

Digital i measures streaming audience data in the U.S., Canada, Argentina, Mexico, Brazil, Colombia, the U.K., France, Italy, Germany, Spain, the Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan.