A new report from Digital i research finds that global usage of SVOD ad-supported tiers rose across Netflix, Disney+, and HBO Max between Q4 2024 and Q3 2025, but declined on Prime Video.
Netflix is leading gains in thead tiers space, with 40% of active accounts using the ad-supported standard plan in Q3 across the 20 markets measured by Digital i, up from 26% in Q4 2024.
At Disney+, ad-supported usage rose from 35% to 44%, while at HBO Max it rose from 22% to 28%.
Prime Video saw some erosion in ad-supported usage in the same period, but it remains the leader in the space at 82%, down from 88%.
Digital i measures streaming audience data in 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.
