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The number of paid streaming subscriptions surpassed 9.5 million in Q2, with ad-supported subscriptions being a key driver of growth, as presented in Mediavision’s latest analysis of the Swedish market.

The U.S. streaming market closed Q2’25 with 339M subscriptions, including 20% in Specialty, Sports, and vMVPD services; Specialty SVOD grew 12% YoY, while overall streaming added a net 6M subscriptions.

According to LG Ad Solutions’ “The Big Shift 2025 | Australia Edition,” 63% of CTV audiences in Australia now prefer streaming, 64% favor free ad-supported TV over paid subscriptions, and more than one-third take online action after seeing a relevant ad.

Omdia research shows sports accounted for 24% of new global pay-TV sign-ups between January and June, with Asia-Pacific leading growth and streaming services increasingly competing for rights.

Almost 70 million users subscribe to ad tiers in Q1 2025, representing 25% of all SVOD subscriptions across Western Europe, led predominantly by Amazon Prime Video.