In its Establishment Survey data for the third quarter of 2025, Barb said that 35% of Netflix homes were on the platform’s advertising tier, up from 31% in the previous quarter.

For Disney+, the proportion of subscribers on its advertising tier was at 30%, up from 28% in the second quarter, and Amazon Prime Video, due to a different approach to moving customers to its advertising tier, was at 87% of homes it was present in, similar to the prior quarter.

Overall, there was a small decrease in streaming-video-on-demand (SVOD) homes in the UK, down to 20.5 million households from 20.6 million the previous quarter.

Subscriber numbers were stable at Netflix and Paramount+, with small increases at Apple TV+, Now and Discovery+, and a small reduction at Amazon Prime Video and Disney+.

Doug Whelpdale, head of insight at Barb, said: “With overall SVOD subscriptions largely flat, it’s interesting to see continued growth for the ad tiers of Disney+ and Netflix.

“Compared to a year ago, the Disney+ ad tier has almost doubled in size, while that for Netflix has increased by 60%. They are, respectively, just under and just over a third of subscribers to each service.”