Netflix ad tiers now dominate in Japan and South Korea
Most active Netflix subscribers in Japan and South Korea are now using ad-supported plans, according to Digital i's research. Between December 2024 and December 2025, the percentage of Netflix subscribers on ad-supported tiers increased from 47.6% to 64.3% in South Korea and from 44.3% to 57.6% in Japan, indicating a growing consumer acceptance of lower-cost, ad-supported streaming options in these markets.
Key Takeaways
- South Korea’s Netflix ad-supported share increased from 47.6% to 64.3% in one year.
- Japan’s Netflix ad-supported share rose from 44.3% to 57.6% over the same period.
- Australia remained mostly ad-free, but ad-tier adoption grew from 21.8% to 31.2%.
- Digital i says the lower-cost ad-supported tier is now the dominant way to consume Netflix content in Japan and South Korea.
Why It Matters
This points to ad-supported streaming moving from a secondary option to the default in two mature APAC markets. Digital i ties the shift to a crowded streaming market and to subscribers’ reluctance to pay premium prices for multiple services. For streamers, the immediate issue is how to use cheaper tiers to sustain growth and reduce churn. The broader signal is that ad monetization is no longer limited to price-sensitive users. Watch the next APAC readout for whether Australia’s 31.2% ad-tier share keeps rising or stalls below majority adoption.
Read full article at digital-i.com
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