The EoD barometer GB Q1'25 report reveals growing adoption of ad-supported streaming, intense competition between Prime Video and Apple TV+, and a breakout performance by Mubi, which recorded its best-ever quarter in the Entertainment on Demand (EoD) GB streaming market data.
The study in Great Britain, from Kantar’s Worldpanel division, uncovered the following behaviours within the Video-on-Demand (VoD) market between January and March 2025:
• A third (33%) of new paid subscribers choose ad-supported tiers, up from 31% in Q4 2024. This rose to 56% among new subscribers to Disney+ and 83% to Prime Video.
• Prime Video had the highest share of new paying subscribers, avoiding its typical subscriber dip after the Christmas holiday period, with AppleTV+ in second place and Disney+ in third.
• 27% of new ad-tier subscribers cited “value for money” as their primary motivation – a higher share than those opting for standard SVOD plans. Planned cancellations were also lower among ad-tier users, suggesting that cheaper monthly costs encourage greater retention.
• 65% of new Netflix subscribers chose the ad-supported plan in Q1 2025, up from 42% a year ago – second only to Prime Video. Netflix maintains the industry’s lowest churn rate, holding steady at around 2% per month.
• Mubi secured 7th place for new subscribers – its best performance to date.
• Overall household adoption of free ad-supported services like Pluto TV and Tubi remains flat on Q4 2024. However, Tubi continues to increase its new subscriber share since launching mid-year 2024.
• 19.8m British households have at least one paid video streaming service, an increase of 142k on Q4 2024.
• Long-time favourite Reacher, (Prime Video) was the most watched title, followed by Toxic Town (Netflix) and 1923 (Paramount Plus)
• Adolescence was the 10th most-watched title in March, with its mid-month release tapping into a cultural zeitgeist in the UK in Q2.
• On NOW, The White Lotus was a key driving force behind 20% of new sign-ups in Q1. While strong March numbers lifted its profile, slower subscriber acquisition in January and February kept NOW’s overall quarterly share modest.
Prime Video overcomes post-festive churn whilst Apple TV+ gains ground
According to Kantar’s EoD data, Prime Video overcame its usual seasonal drop in subscriber share during Q1, defying the post-holiday cord-cutting trend seen in previous years. A drop in planned cancellations for Prime Video during Q1 2025 reflected that users continue to find value in its bundled services, including free delivery on Amazon’s marketplace.
Prime Video recorded the highest share of new subscribers of any other steaming platform at 17%, driven by popular shows such as Reacher ranking among the most-watched titles in March. Additionally, 27% of Prime Video subscribers identified it as their most valued streaming service: Amazon’s ‘one-stop shop’ strategy for entertainment appears to be paying off, with an increase in users reporting that they turn to Prime Video first when seeking new content inspiration.
Apple TV+ also performed strongly, securing a 16% share of new subscribers. The latest season of Severance played a key role, with 37% of new subscribers citing it as their primary reason for signing up. Apple TV+ saw the highest growth among major paid platforms, increasing its subscriber base by 5% compared with Q4 2024. For the first time since launch, churn rates for Apple TV+ fell into single digits, reaching 7% in March 2025 – a significant improvement from previous double-digit figures.
Mubi capitalises on niche appeal
Mubi, a specialised streaming platform focusing on emerging and established filmmakers, experienced a surge in subscribers in Q1 25. This was driven by the release of critically acclaimed film The Substance, alongside an attractive promotional offer of three months’ access for just £1.
Mubi’s subscriber base grew by an impressive 64%, marking its best-ever quarter. The platform’s audience skews heavily toward 25–34-year-olds, high-income earners and those drawn to specific films via social media advertising. However, retaining these new viewers may prove challenging, as Mubi subscribers tend to use an average of six other streaming services.
Access the interactive data visualisation for more information.