The global streaming industry is undergoing significant changes, driven by strategic investments in sports content and the rising popularity of ad-supported subscription models. According to Kantar's latest Entertainment on Demand (EoD) data, these factors are reshaping consumer preferences and market dynamics.
In the final quarter of 2024, Prime Video secured the highest share of new paying subscribers globally, with Paramount+ and Netflix following in second and third places, respectively. This surge is attributed to Prime Video's strategic content acquisitions and competitive pricing models.
Year-over-year analysis reveals that Apple TV+ and Paramount+ are the fastest-growing major video-on-demand (VoD) platforms. Apple TV+'s growth is driven by enhanced content quality, compelling local and international programming, and attractive bundled offers. Notably, 28% of its subscribers now identify Apple TV+ as their primary VoD platform, a 3% increase from the previous year.
Apple TV+ also ranked fourth in attracting new paying subscribers, with 49% of new sign-ups citing bundling and promotional activity as key motivators. This winning mix has driven an impressive 14% year-over-year subscriber growth, including a remarkable 21% increase in Germany.
Consumer preference for ad-supported streaming services is on the rise. In Q4 2024, 35% of new VoD users opted for paid ad-supported models, up from 21% the previous year. Additionally, 66% of new Netflix subscribers chose the ad-supported tier, indicating a shift towards more cost-effective viewing options.
In fact, 43% of ad-tier users report satisfaction with the value they receive – a rate that exceeds that of ad-free subscription tiers – while only 23% of VoD households oppose seeing ads.
Sports Content Fuels Subscriber Growth
The integration of NFL content into streaming platforms has become a pivotal growth strategy. Netflix's announcement to acquire WWE content starting in 2025 and its NFL Christmas Day games have significantly bolstered its subscriber base. Sports content alone accounted for 18% of new Netflix subscriptions globally in Q4 2024, recording subscriber growth in nearly every country tracked by Worldpanel except Australia. Subscriber satisfaction has rebounded to previous highs, reflected in its highest Net Promoter Score (NPS) of +44 since Q1 2022 and underscoring its role in setting the industry standard.
Similarly, YouTube TV experienced a 48% surge in subscribers from Q3 2023 to Q4 2024 after acquiring NFL Sunday matches, highlighting the increasing demand for premium sports content. This performance highlights the value of YouTube TV’s strategic partnership with the NFL to engage new, broader audiences.
American football emerged as the fastest-growing sport in viewership, which now captivates 42% of households watching sport in Q4 2024, up 6 percentage points from the previous quarter. Successful NFL international games in Germany and London, alongside upcoming fixtures in Dublin (2025) and Melbourne (2026), highlight a growing global appeal as media giants compete over untapped international sport audiences.
Meanwhile, Disney pivoted strategically under CEO Bob Iger by merging its Hulu + Live TV business with Fubo following the collapse of Venu Sports. This is in addition to the anticipated direct-to-consumer ESPN launch expected later this year. By integrating ESPN into broader bundle deals to maximize reach, and leveraging curated, sports-focused packages that drive engagement and retention, Disney is strengthening its hold on the media landscape.
In this competitive arena, delivering accessibility, affordability, and a premium viewing experience is paramount. This is evidenced by Comcast Xfinity’s new targeted strategy with its recent launch of a ‘skinny’ bundle offering exclusively live sports and news content. This is designed to appeal to consumers who want a curated output – especially relevant given that 63% of its customers were tuned into sports in Q4 last year.
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