Apple TV+ and Prime Video Drive Surging Streaming Subscriptions

ar’s latest data shows that during the first few months of this year, Apple TV+ and Prime Video were the top contenders for attracting new customers. It seems like more and more people are opting for the cheaper, ad-supported subscription tiers, which have been gaining popularity.

In fact, a significant 65% of new Netflix customers in the UK went for the ad-supported tier. Kantar’s Entertainment on Demand data highlights that 33% of new paid subscribers are now choosing ad-supported tiers, showing a noticeable increase from 31% in Q4 2024. This trend goes up even more with new subscribers to Disney+ (56%) and Prime Video (83%).

Looking at the big picture, Prime Video came out on top with the highest share of new paying subscribers (17%) during the first quarter of 2025. Right behind them was Apple TV+ with 16%, showing significant growth in their subscriber base by 5% compared to Q4 2024.

Overall, 8 million homes in the UK have subscribed to at least one subscription video streaming service, with an increase of 142,000 homes in just the last three months of 2024. Prime Video notably avoided the usual post-Christmas dip in subscribers, when households tend to reassess their spending habits.

When it comes to what people were watching, Kantar indicates that “Reacher” on Prime Video was the most-watched title on subscription streaming video services, followed closely by “Toxic Town” on Netflix and “1923” on Paramount Plus. “Adolescence” also garnered attention, landing as the tenth most-watched title in March, despite limited numbers due to its mid-month release right before the research cut-off date.

It’s interesting to note that research from Barb’s establishment survey points to over two thirds of homes having more than one subscription video streaming service. While both Kantar’s Entertainment on Demand and Barb’s Establishment Survey may differ in how they gather and report data, they both identify similar trends in viewing habits, such as the growing shift towards ad-supported tiers.