Data from Digital i reveals that US streaming subscribers are increasingly committed to finishing new series. View-through rates (ie the average percentage of a season viewed by the audience) for the most-watched content reached a three-year high in 2025, driven by significant gains in viewer retention on Disney+. Digital i analysed the view-through rates (VTR) […]
Digital i has released its Streaming in Flux: 2025 in Review report exploring key audience and content trends from Netflix, Disney+ and Prime Video. It tracks ongoing declines in new original content launches, recovery in streaming viewing hours after 2024 lows and the rapid adoption of ad-supported plans. The report examines streaming audience data in […]
Digital i research into microdrama consumption on YouTube, presented by media consultant Beatrice Rossmanith at Series Mania Forum in Lille, reveals heavy engagement from women aged 35+ and significant under-viewing from men in all age groups. Digital i examined the demographic data of viewers to the official YouTube channels of popular microdrama apps DramaBox, ReelShort, […]
Analysis from Digital i looking at ‘light-viewer’ behaviour across Netflix, Disney+, Prime Video and HBO Max in the US and Europe shows that ‘low-friction’ content, including known franchises, family and animated titles, and major movie releases, serve as vital ” for infrequent viewers at high risk of churn. Light viewers – those who use streaming […]
Global usage of ad-supported subscription tiers increased across Netflix, Disney+ and HBO Max between Q4 2024 and Q3 2025, according to research from Digital i. The highest growth in adoption was on Netflix, with 40 per cent of active accounts using its Standard with Ads plan in Q3 2025, in the 20 countries measured by […]
Digital i has shared data revealing the most-watched shows on the SV0D services it measures (Netflix, Disney+ and Prime Video) in the UK on Christmas Day 2025. The most watched title was Bluey, with 1.8 million homes choosing to watch the animated adventures of the Heeler family via Disney+ on December 25th. Bluey was followed […]
Data from Digital I reveals that YouTube users in the UK watch less local Entertainment, Gaming and News & Politics content on the platform than accounts in other key territories. Digital i looked at the top 10 YouTube channels, ranked by percentage of total accounts reached, in these three key categories in the UK, France, […]
Digital i has released its latest Trend Report: Nostalgia on Demand, exploring how US streaming audiences are increasingly spending more of their viewing time on older and nostalgic content. The report primarily examines the share of viewing time to titles by US subscribers to the major streaming platforms Disney+, Netflix and Prime Video from January […]
Research from Digital i has revealed that the share of viewing time to US content in other countries has decreased by 7 per cent on Netflix, Disney+ and Prime Video over the past five years. Between Q1 2020 and Q2 2025, the percentage of combined viewing time to content made in the US on these […]
Digital i, the streaming media measurement company, has released a report titled How is the US using YouTube? which explores what users in the country watched on the service, and how they watched it, during H1 2025. The report includes the latest Digital i measurement of the platform from across the first half of this […]