Kantar's "Worldpanel’s Q4 2024 Entertainment on Demand" data on the British streaming market reveals a significant shift towards ad-supported streaming options, a surge in Prime subscriptions driven by seasonal shopping trends, and a compelling content catalog from household staple Netflix. In the UK,1 in 3 (31%) new paid subscribers chose ad-supported tiers, up from 1 in 10 a year ago. Ad tiering drove over two-thirds (69%) of new subscribers on Netflix.
Dominic Sunnebo, Global Insight Director at Worldpanel, said: “British viewing behaviour is showing noticeable shifts, with increased retention rates suggesting that the pressures of the cost-of-living crisis are starting to ease and brand loyalty is returning. At the same time, the greater allocation of household budgets towards entertainment could also indicate that streaming services are successfully improving their services, finding the right balance between quality content, diverse programming and pricing. This is clearly reflected in the consistent growth and competition of the streaming sector.”
Netflix’s "Black Doves" was the most enjoyed show over Q4, followed by "The Day of the Jackal" on NOW TV. "Squid Game" was the sixth most streamed show in December, and Prime Video had the highest share of new paying subscribers in Q4, with Apple TV+ second and Disney+ third. In total, 19.6m British households had at least one paid video streaming service. A drop in planned cancellations for Prime Video in Q1 2025 indicated a reduction in seasonal ‘cord-cutting' and suggested easing cost-of-living pressures. Amazon’s peak shopping moments helped Prime Video top new paid subscriptions.
Amazon consistently experiences a seasonal bump in Prime membership during Q4, primarily as shoppers sign up for free Prime delivery and take advantage of the busy Black Friday and Christmas peak sales periods. This year, Prime Video overtook AppleTV+ as the top new paid subscription, reaching a peak market share of 21.1%, significantly up from the 15.4% market share in Q4 2023. The utilization of Prime Video subscribers was highest amongst 35–44-year-olds, while the use of free Prime Delivery was highest with the 65+ age group. Subscriber advocacy – people recommending platforms to their friends and family – was also at its highest for Prime Video since Q1 2022, reflecting increased customer satisfaction and signaling a return to long-term loyalty in the sector.
New subscribers feel they are getting more value from their Prime package. Prime Video maximizes the opportunity to capture new viewers through its exclusive rights to show live Premier League and Champions League football alongside existing TV and film content. Planned cancellations for Prime Video subscriptions stand at just 4.2% for Q1 2025, a reduction on the previous year, signalling that fewer subscribers plan to ‘cord-cut’ after the holiday season. This also indicates improved customer satisfaction and a possible softening of the impact of the cost of living crisis on household budgets.
NETFLIX ENGAGEMENT PEAKS
Compelling content continues to deliver success for Netflix, which enjoyed a resolute Q4: its market share of new subscribers peaked at 11.5%, up from 10.1% in Q4 2023. "Black Doves" was the most streamed title and one that British audiences enjoyed most. Whilst subscriber numbers grew in the quarter, the big story was that the ad-supported tier continued to attract new subscribers, with 69% choosing the ad-supported option.
Sunnebo concluded: “While overall subscriber growth across most VoD platforms in the fourth quarter was relatively flat, Netflix continues to set the bar and is rapidly transforming into a powerhouse in the ad space. With a consistent subscriber share and an increasingly attractive ad-tier option, Netflix has become the platform of choice for marketers who can complement cinematic film and TV with like-minded branded content. It’s the perfect marriage of highly engaged audiences and embedded measurement capabilities that’s positioning Netflix to claim a greater share of linear TV and broadcast video on demand (BVoD) ad spend.”
The ad experience for subscribers is also integral to continued growth in this sector. Netflix is leading the VoD industry, showing the highest subscriber satisfaction scores across the number of ads, length of ads, relevance of ads, and variation of ads. Netflix saw high levels of customer engagement over the final quarter of 2024, with over three in five (61%) of Netflix subscribers who also pay for other services saying it was the most critical VoD service in their household.
Apple TV+ earns its place as it looks to become a British household favorite. Apple secured second place in the battle for new subscribers over Q4, rounding out its best-ever year in Britain, as Sunnebo explains: “There’s no doubt that Apple’s focus on locally produced British content has played a major role, with 42% of its most enjoyed shows in 2024 being of British origin.” Apple TV+ is also performing well in its importance within British households, with 18% of subscribers now saying it’s their most important VoD subscription, an increase of 3 percentage points versus last year.
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