Digital-i’s "Streaming in Flux: 2025 in Review" reports that total viewing hours across Netflix, Disney+ and Prime Video fell from 39.5 billion in Q1 2023 to 36.0 billion in Q4 2025 across 15 countries including major markets in Europe and North America. The decline was led by reduced Netflix usage, though Digital-i analysts say it is beginning to stabilize, while Disney+ and Prime Video narrowed the gap via increased usage metrics. The report also notes broad adoption growth for cheaper ad-supported tiers, with all three platforms up 8–9% year over year and Prime Video having the highest ad-tier share at 86%.
This is the “attention recession” showing up in the data: even the category leaders can’t assume limitless viewing growth. If hours are flattening or shrinking, revenue expansion leans harder on ad load, yield, and retention—not just new subs. Prime’s 86% ad-tier share signals a new baseline where ads aren’t a downgrade, they’re the default. For strategists, that raises the stakes on ad-tech performance, measurement credibility, and content programming that sustains daily minutes. For investors, the key question shifts from “who wins subs?” to “who monetizes time best?”
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