UK Streaming Soars: Ad-Supported Services Hit Record Highs, Disney+ Takes Ad Experience Crown – Breaking News!
London, UK – The UK’s streaming landscape is undergoing a dramatic shift, with ad-supported tiers experiencing explosive growth and challenging the dominance of traditional, ad-free subscriptions. New data reveals a record 23 million subscriptions to ad-supported streaming services in the third quarter of 2025, closing the gap with ad-free options at 29 million. This is breaking news for anyone following the evolution of how we consume entertainment, and a significant moment for SEO and content strategy in the streaming world.
Prime Video Reclaims Top Spot, Ad-Supported Subscriptions Surge
Prime Video has wrestled back the lead in new paid subscriptions, securing 17% of the market share, narrowly edging out Disney+ at 16%. A key driver of this growth? The increasing appeal of ad-supported plans. A remarkable 40% of all new subscriptions were ad-supported, a substantial jump from 29% just a year ago. This trend signals a growing willingness among UK viewers to trade a lower monthly cost for occasional advertisements. It’s a fascinating example of how consumer behavior is adapting to the evolving economics of streaming.
Netflix & Disney+ Battle for Ad Supremacy – And Viewer Patience
While Netflix continues to hold a strong position with six of the ten most-watched titles – including hits like Wednesday and Squid Game – the platform is leveraging its ad-supported tier to attract and even convert existing subscribers. Some ad-free users are opting for the cheaper, ad-supported option. However, the battle for the best advertising experience is heating up. Disney+ is currently leading the charge, receiving high marks for ad load, duration, relevance, and variety. This is crucial, as Worldpanel data highlights a worrying trend: dissatisfaction with ads increases the risk of subscription cancellation by a staggering 47%.
Evergreen Insight: The rise of ad-supported streaming isn’t simply about cost. It’s about choice. Consumers are increasingly comfortable with a hybrid model, accepting ads in exchange for access to a wider range of content. However, the quality of that ad experience is paramount. Intrusive, irrelevant, or overly frequent ads will quickly drive viewers away. This is where platforms like Disney+ are attempting to differentiate themselves.
DAZN Scores a Win with FIFA Club World Cup, Pluto TV Struggles
Sports streaming service DAZN experienced its best month ever in the UK following its acquisition of the FIFA Club World Cup rights in July. While the event was initially available for free, nearly a third of new viewers converted to paid subscriptions, demonstrating the power of live sports in driving long-term engagement. Meanwhile, free, ad-supported streaming services are seeing mixed results. Pipes continues to gain traction, now reaching over 10% of the category’s viewers, while Pluto TV is struggling to maintain its market share.
Brand Loyalty Plays a Role, But Ad Experience is Key
Worldpanel’s research also reveals the importance of brand affinity. One in five new Prime Video users cited a strong “love” for the brand as a key factor in their decision. However, even strong brand loyalty can’t overcome a poor ad experience. Dominic Sunnebo, Director of Global Insight at Worldpanel by Numerator, notes that Netflix’s ad satisfaction scores have dipped around 5 percentage points in just six months, while Disney+ has consistently improved. Sunnebo emphasizes that DAZN’s success with the FIFA Club World Cup demonstrates the value of capitalizing on major global events to build lasting engagement.
The UK streaming market is rapidly evolving, and the competition is fierce. Platforms are now not only vying for content rights but also for the hearts and minds (and wallets) of viewers by carefully balancing cost, content, and the all-important ad experience. This dynamic landscape will continue to shape how we watch TV for years to come. Stay tuned to archyde.com for the latest updates and in-depth analysis of the streaming wars.