UK TV Streaming Hits Turning Point as Ad-Supported Subscribers Surpass Ad-Free
For the first time, UK streaming subscribers on ad-supported plans have overtaken those on ad-free subscriptions, marking a significant shift in the TV streaming landscape. According to Ampere Analysis, by the end of 2025, approximately 26.5 million UK subscribers will be on ad-supported services, an increase of around 7 million from the previous year. In contrast, the number of ad-free subscribers is projected to decline to about 23.1 million.
The pricing difference between plans is notable, with Netflix's cheapest ad-free package costing more than twice as much as its ad-supported tier. Across major streaming services including Amazon, Netflix, Disney+, Apple TV, Discovery+, Paramount+, and Sky Now TV, the typical monthly spend has risen to around £64, reflecting a 14% increase since 2022.
The UK streaming advertising market is experiencing rapid growth and is expected to reach £1.38 billion this year, more than doubling over the past four years. This figure is roughly half the size of the traditional linear TV ad spend, which stands at £3.15 billion. Despite this growth, the impact on traditional broadcasters has been limited so far, as ad breaks remain infrequent on streaming platforms to avoid alienating subscribers.
Netflix, a key player in the market, does not anticipate advertisements to become a primary source of revenue until at least 2026.
