A new industry report by Digital i reveals a shifting landscape in the global streaming market, where audience engagement is recovering despite a noticeable slowdown in original content output.
According to Streaming in Flux: 2025 in Review, platforms like Netflix, Disney+, and Prime Video are navigating a transitional year marked by evolving viewer habits and strategic changes.
The attached report examines streaming audience data from these three services in 15 countries, including the U.S., Canada, Mexico, Brazil, UK, France, Italy, Germany, Spain, Denmark, Norway, Finland, Sweden, Poland and The Netherlands, during 2025.
Some of the key takeaways include:
- Despite a significant -20.1% drop in viewing hours since 2023, Netflix usage in these 15 countries began to recover in the second half of 2025.
- Disney+ achieved a massive +47.6% increase in average daily minutes per user, while Prime Video viewing hours rose to 6.9 billion.
- The number of new original series launched dropped from 436 in 2024 to 395 in 2025, but returning series (seasons 2+) rose from 271 to 297.
- All three platforms saw an 8-9% increase in the share of accounts on ad-supported tiers within a single year. Prime Video retains the highest proportion of ad-supported users at 86%.
- Stranger Things (Netflix), Grey’s Anatomy (Disney+), and The Summer I Turned Pretty (Prime Video) were the top titles that convinced people to sign up in 2025.
- Netflix’s NFL Christmas Gameday streams achieved nearly 100% live U.S. viewing.
