BRISTOL, UK, 26/03/26: Digital i has released its latest report, Streaming in Flux: 2025 in Review, exploring key audience and content trends from Netflix, Disney+ and Prime Video last year.
It tracks ongoing declines in new original content launches, recovery in streaming viewing hours after 2024 lows and the rapid adoption of ad-supported plans.
The report (which you can read HERE) examines streaming audience data from these three services in 15 countries, including the U.S., Canada, Mexico, Brazil, UK, France, Italy, Germany, Spain, Denmark, Norway, Finland, Sweden, Poland and The Netherlands, during 2025.
Some of the key takeaways include:
· Despite a significant -20.1% drop in viewing hours since 2023, Netflix usage in these 15 countries began to recover in the second half of 2025.
· Disney+ achieved a massive +47.6% increase in average daily minutes per user, while Prime Video viewing hours rose to 6.9 billion.
· The number of new original series launched dropped from 436 in 2024 to 395 in 2025, but returning series (seasons 2+) rose from 271 to 297.
· All three platforms saw an 8-9% increase in the share of accounts on ad-supported tiers within a single year. Prime Video retains the highest proportion of ad-supported users at 86%.
· Stranger Things (Netflix), Grey's Anatomy (Disney+), and The Summer I Turned Pretty (Prime Video) were the top titles that convinced people to sign up in 2025.
· Netflix’s NFL Christmas Gameday streams achieved nearly 100% live U.S. viewing.
Another 2025 in Review trend report focused on the APAC regions will be released in April.
###
Contact us for more information or to set up a meeting about our SVOD and YouTube audience measurement services
www.digital-i.com
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.
Mark Layton
Communications Lead
mark.layton@digital-i.com
