Research from Kantar, the marketing data and analytics company, reveals that Netflix’s content-led surge, DAZN’s strong subscriber growth, and the rise of ad-supported and bundled offerings are influencing global streaming performance in Q1 2025.

Netflix achieved its strongest start to a year since before the pandemic, with standout titles including Squid Game (the most enjoyed show of the quarter), the final season of Cobra Kai and Netflix’s first episodic foray into live sport with WWE. These successes helped Netflix capture the largest share of new paying subscribers globally (12 per cent), ahead of competitors Prime Video, Paramount+, Apple TV+ and Disney+.

In a competitive content landscape where services struggle with subscriber turnover and consumers have more choice than ever, Netflix bucked the trend, reduced subscriber churn and relied on strong content to encourage nearly half (48 per cent) of new subscribers to sign up. Netflix’s ability to retain subscribers was evident, with high satisfaction ratings (+42 NPS) helping secure its presence in two-thirds of VoD households.

Andrew Skerratt, Insight Director at Kantar, commented: “Netflix’s international subscriber growth is the result of a deliberate, forward-thinking strategy built on global content diversification and heavy investment in interactive and AI-personalised storytelling. Its expansion into gaming and live events has created revenue streams and engaged with new consumers, and the early rollout of its ad-supported tier has proven equally successful, attracting price-sensitive viewers without cannibalising its premium base.”

Meanwhile, DAZN has delivered a strong start to 2025 with one of its best quarters to date, posting an impressive 11 per cent quarter-on-quarter growth in global subscribers to cement its position as a rising force beyond just sports streaming. The platform is resonating with younger audiences (under-34s) who are increasingly drawn in through digital, social, and out-of-home campaigns promoting high-profile sporting events. This success aligns with the launch of DAZN Scores, as the company evolves beyond broadcasting to create a fully personalised, all-in-one sports experience for football fans. This group now represents 50 per cent of its subscriber base and are among its most loyal and engaged customers, creating a significant opportunity to test innovative new features and offers.

While DAZN subscribers report higher satisfaction with the depth and breadth of sporting content compared to competitors, there remain opportunities to improve. Dissatisfaction areas indicate a desire for better commentary quality (only 25 per cent of subscribers satisfied), more robust interactive features, and a smoother ad experience during live events.

Skerratt continued: “After years of acquiring sports rights, DAZN is now positioning itself as more than just a place to watch live sport. It wants to be the central hub for the entire sports ecosystem. Its recent acquisition of Foxtel in Australia marked a milestone in this journey, strengthening DAZN’s global presence and highlighting its ambition to lead the international sports media landscape. With substantial investment and a clear long-term vision, including the ability to sub-license events at this summer’s FIFA Club World Cup, DAZN is positioning itself at the forefront of the future of sports media.”

Bundled services have become increasingly popular, with 26 per cent of subscriptions now part of a package deal – up from 22 per cent one year ago and 20 per cent in Q1 2023. Platforms are moving beyond standalone content delivery to offer a richer ecosystem that links streaming with experiences and services like retail, gaming and fintech. Notably, 41 per cent of households with bundled subscriptions are satisfied with the value they receive.

Industry leaders like Netflix and Disney+ are at the forefront of this evolution, integrating streaming with loyalty programmes, shopping incentives, and financial services. Traditional content bundles, such as the Disney+, Hulu and ESPN+ trio in the US, are also evolving, delivering increased convenience and perceived value.

Skerratt added: “These strategic shifts are not only driving subscriber growth and reducing churn, but they are also paving the way for streaming to become an even more integral part of people’s everyday digital lives.”

Additional insights from Kantar’s Entertainment on Demand data in Q1:

• Disney+ captured a record 47 per cent share of new paid subscribers in France, following its split from Canal+
• Prime Video avoided its typical post-holiday dip, growing subscribers by 1 per cent quarter-on-quarter thanks to a strong performance in Australia and Germany (+4 per cent in both)
• Paid ad-supported streaming subscriptions grew by 7 per cent compared to the previous quarter, in contrast to adoption of free ad-supported platforms (e.g. Pluto TV, Tubi, Samsung TV Plus) which declined by 1 per cent quarter-on-quarter
• Among new ad-tier subscribers, 28 per cent cited value for money as their primary motivation, outpacing the share of people who opted for premium SVoD plans
• Apple TV+ yet again noted strong growth in Q1 2025, with impressive quarter-on-quarter growth in Germany (+14 per cent) and Spain (+24 per cent).
• Consumer acceptance of ads for lower prices has been steady over the course of the last year, with 48 per cent of VoD households in favour.

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Tags: dazn, Disney, Kantar, netflix, Prime Video, vod