Netflix Rules the Streaming Landscape

In a groundbreaking revelation, Kantar—a leading data and analytics company—reports that Netflix has claimed the lion's share of new global subscribers in the first quarter of 2025, fueled by its engaging content and innovative strategies. This surge marks Netflix's strongest start to a year since before the pandemic, showcasing hit titles like 'Squid Game,' the final season of 'Cobra Kai,' and a daring venture into live sports with WWE.

A Notable Competitive Edge

Surpassing its rivals like Prime Video, Paramount+, Apple TV+, and Disney+, Netflix snatched a remarkable 12% of the new paying subscriber market. While the streaming realm battles high churn rates and an increasingly discerning audience, Netflix experienced a stunning reversal. Nearly half of its new sign-ups—48%—were attracted through its compelling content, demonstrating a significant increase in subscriber retention and satisfaction. With a Net Promoter Score (NPS) soaring at +42, two-thirds of video-on-demand households now count Netflix among their favorites.

Strategic Innovations Fuel Growth

According to Andrew Skerratt, Kantar's Insight Director, Netflix's triumph was not by chance. It stems from a strategic expansion focused on global content diversification, investments in interactive and AI-driven storytelling, and forays into gaming and live events. Their recent launch of an ad-supported tier successfully attracted price-sensitive viewers without jeopardizing the premium experience.

DAZN Rising Quickly in the Sports Streaming Arena

Meanwhile, DAZN is making waves, recording a phenomenal 11% quarter-on-quarter subscriber growth as its best quarter to date. Targeting youthful audiences, especially those under 34, through savvy digital and social campaigns, DAZN is evolving into a complete sports experience platform with their new feature, 'DAZN Scores.' This segment now constitutes half of its subscriber base, opening doors for innovative offerings.

Enhancing Viewer Experience

Despite strong overall satisfaction among DAZN subscribers, with many appreciating the extensive sports content, there are areas ripe for improvement, such as commentary quality and interactive features during live broadcasts.

DAZN's Ambitious Future

Skerratt remarks that DAZN is ambitiously striving to be the go-to hub for the entire sports ecosystem, not just a live sports broadcaster. Its recent acquisition of Foxtel in Australia underscores this vision, bolstering their global footprint and positioning them as leaders in the international sports media landscape.

The Popularity of Bundled Offerings

In a notable trend, bundled service subscriptions rose to 26% this year, a sharp increase from 22% just a year ago. This shift reveals how streaming platforms are now integrating additional experiences—such as retail, gaming, and fintech—into their offerings. A staggering 41% of households with bundled subscriptions report feeling satisfied with the value received.

Future of Streaming Looks Bright

Industry titans like Netflix and Disney+ are leading this evolution, combining streaming with loyalty programs and shopping perks to enhance user experience. This significant transition is promising not just for subscriber growth and retention, but also for embedding streaming deeper into everyday digital life.