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According to Hub’s Q2 2025 TV Churn Tracker, 42% of Netflix subscribers now choose the Standard With Ads plan, up from just 14% in 2023, with the model proving especially successful among older, cost-conscious viewers.

According to Hub's 2025 “Decoding the Default” report, 40% of consumers now begin viewing on paid streaming services, while another 17% turn to free platforms like YouTube—surpassing the 32% who default to live TV. Younger viewers show even stronger streaming loyalty, with 78% starting their sessions on digital platforms.

Netflix has emerged as a frontrunner in this collaborative approach, followed by Disney+, which has embraced this partnership model across Europe.

The streamer expands its local slate with “Straight to Hell,” “Did Someone Happen to Mention Me?” and “Steel Ball Run: JoJo’s Bizarre Adventure,” strengthening its investment in Japanese drama, comedy, and anime.

Netflix, Disney+, and Amazon Prime Video each invested over €2B in 2024, accounting for more than 80% of global streamers’ €8.5B outlay—34% of total spending on European originals.