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The strategic divestment allows Kantar to further focus on the growth of its core offerings in brand building and marketing effectiveness. Kantar Media will now embark on its next phase of growth under the ownership of H.I.G. Capital.

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.

Kantar's latest Worldpanel about Entertainment on Demand (EoD) data on the global streaming market, reveals a growing consumer preference for ad-supported streaming, robust momentum for Apple TV+, increasing investment in sports content, and Netflix’s continued strength in delivering engaging entertainment.

Recent data from Kantar Media reveals that the proportion of adults who primarily watch traditional TV channels has decreased from 12% in 2021 to 7% in 2025, marking a 42% decline.

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.