Netflix drives growth in worldwide ad-supported streaming, claims Digital i

Major global streaming platforms Netflix, Disney+ and HBO Max saw usage of their ad-supported subscription tiers increase between the fourth quarter of 2024 and the third quarter of 2025, according to UK-based streaming audience analytics company Digital i.

Data indicates that the highest growth of AVoD was on Netflix, with 40% of active accounts using its ‘Standard with Ads’ plan in Q3 of last year. That figure is up 14% from the 26% of subscribers on the same tier in Q4 2024.

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

The 20 countries measured by the Digital i report are the US, Canada, Argentina, Mexico, Brazil, Colombia, the UK, France, Italy, Germany, Spain, The Netherlands, Poland, Denmark, Finland, Sweden, Norway, Australia, South Korea and Japan.