Netflix Boosts Global Expansion with Ad-Supported Streaming

New data from Digital i research shows that ad-supported subscription tiers have seen an increase in global usage across major streaming services like Netflix, Disney+, and HBO Max from Q4 2024 to Q3 2025. The most significant growth in adoption was seen on Netflix, where 40% of active accounts opted for the “Standard with Ads” plan by September 30, 2025, in the 20 countries analyzed by Digital i. This marked a 14% rise from the 26% of subscribers on that tier as of December 31, 2024, as reported in Digital i’s trend report, Evolving Streamer Strategies.

During the same period, the usage of ad-supported tiers also went up from 35% to 44% on Disney+ and from 22% to 28% on HBO Max. While Prime Video continues to have the highest ad-supported tier usage, the percentage dropped from 88% of subscribers in Q4 2024 to 82% in Q3 2025. Prime Video transitioned all subscribers to the ad-supported tier starting January 1, 2024, unless they chose to opt for the more expensive ad-free option.

Digital i collects streaming audience data from various countries including the United States, Canada, Argentina, Mexico, Brazil, and several European and Asian countries. The trend towards ad-supported streaming seems to be on the rise across these major platforms, reflecting a shift in viewer preferences.