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Kantar's "Worldpanel’s Q4 2024 Entertainment on Demand" data on the British streaming market reveals a significant shift towards ad-supported streaming options, with a surge in Prime subscriptions driven by seasonal shopping.

Kantar’s Worldpanel latest Entertainment on Demand (EoD) data on Great Britain’s streaming market uncovered changes in consumers’ behaviors within the VOD market between April to June 2024.

Research by Kantar revealed that Apple TV+ was the fastest growing major SVoD service in terms of % subscriber growth, while local streaming services experienced a record share of new paid subscribers in their respective territories.

Kantar’s Entertainment on Demand (EoD) data and analysis on the UK's streaming market revealed that, while Prime Video is allegedly facing subscribers loss in response to ad-tiering, Netflix and Apple TV+ are keeping up their good results.

In the UK, Apple TV+ achieved the highest share of new subscribers thanks to a winning strategy of free trials powered by the success of British shows “Slow Horses” and “Ted Lasso” to attract new users, according to Kantar.