BRISTOL, UK, 20/06/2025: Viewing time to Netflix’s Standard with Ads plan has increased by 32% in five key Western European markets between November 2024 and April 2025.
Digital i measured the number of hours viewed to the ad-supported tier on Netflix in the UK, France, Italy, Germany and Spain over the course of these six months.
We recorded a collective rise of 152.7 million hours - from 470.2 million hours in November 2024 to 622.9 million in April 2025 from households in five countries.
The biggest single increase was recorded in Germany, which saw a 44% rise in hours viewed on the Standard with Ads plan from 81.3 million to 116.9 million hours viewed.
This was followed by 34% rises in Spain (from 59.9 million to 80.2 million) and the UK (from 150.7 million to 202.6 million), a 26% rise in France (from 129.1 million to 163.2 million) and a 22% rise in Italy (from 49.1 million to 60 million) in that period.
Matt Ross, Digital i’s chief analytics officer, commented: “Netflix’s ad-supported tier has experienced strong growth in the past six months, and the increased take up has led to increased viewership across all regions. This is good news for Netflix’s ad business which now boasts strong levels of reach combined with high levels of viewership.”
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ABOUT DIGITAL I
Digital i is a global streaming media measurement company that tracks subscriber engagement and content consumption through privacy-compliant, opt-in panels and proprietary data capture technology. Offering deep insights into what, where, when, why, and how viewers watch, Digital i empowers major streamers and studios to understand audiences like never before.
Founded in 2003, the company started out as a linear analytics firm and has since expanded to measure streaming audiences in more than 20 countries.
Digital i’s clients include streamers, broadcasters and media brands, who use viewing data analytics to negotiate better deals, compete on a global level, and find their niche in an ever-changing market.
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Sophia Vahdati
Director of marketing & communications
sophia.vahdati@digital-i.com
Mark Layton
Communications Lead
mark.layton@digital-i.com
