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The U.S. market nearly doubled its ad-supported premium SVOD subscriptions from 53M to 100M in just two years. As of Q1 2025, 65% of these were new users, while Netflix led in internal migration, with 40% of its ad-tier subscribers switching from ad-free plans—compared to just 6% for other platforms.

Barb reports 20.1 million UK homes used at least one SVOD service in Q1 2025, with Netflix leading at 59.2% penetration. Paramount+ posted the strongest quarterly growth, up 16% to 3.1 million homes, while Amazon Prime Video saw 87% of its 13.4 million homes on its ad-supported tier.

ITV reported £887 million in total external revenue for Q1 2025, with 95% of ITV Studios’ annual revenue already secured. Digital viewing on ITVX rose 16%, driving a 14% increase in digital advertising revenue.

Kantar reports a drop in global churn to 4.6%, with 69% of new users joining via promotional deals. Exclusive content and pricing drove 61% of sign-ups, signaling a shift in platform acquisition strategies.

Direct-to-consumer revenue rose 9% to $2.04 billion, while total company revenue reached $7.19 billion, beating forecasts despite a year-over-year decline. The TV Media segment fell 13% as ad revenue dropped 21%, underscoring pressure on traditional channels.