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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.

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.