The recent research report from Digital i has revealed that the number of subscribers at Netflix’s ad-supported tier has experienced a 14% growth compared to the previous year. This increase occurs in a competitive context where the streaming service struggles to expand its user base in an increasingly saturated market.
More Netflix than ever
Despite this growth, Prime Video continues to lead in terms of subscribers, significantly surpassing Netflix in this metric. According to the data, approximately 40% of active users in the streaming segment are subscribed to Prime Video, reflecting Amazon’s strong position in the digital entertainment industry.
The research covers a period of 12 months, from the fourth quarter of 2024 to the end of the third quarter of 2025. During this time, other factors influence market behavior, such as the growing popularity of exclusive and original content on both platforms. This phenomenon indicates a shift in consumer preferences, where the quality and variety of content seem to play a crucial role in the subscription decision.
While Netflix focuses on diversifying its offerings through the implementation of ad-supported tiers, Prime Video’s growth strategies seem to be more effective so far. In this scenario, competitors like Hulu and Disney+ are also ramping up their efforts to attract new subscribers, which could divert some attention and resources from the leading platforms.
Moreover, this growth in Netflix’s advertising segment suggests that the company is finding effective ways to attract an audience that prefers lower rates in exchange for ads, although there is still a long way to go to catch up with its direct competitors. This situation invites reflection on the future of streaming and how platforms will adapt to the changing demands of their users.