MUMBAI: Here’s some data that validates what Indian streamers have known all along and have been following for quite some time. If you want masses to consume you, then give away content at a lower price or for free - especially entertainment shows - but populate it with ads. Viewers don’t seem to mind it all.

Global streaming media measurement firm Digital i conducted a study between November 2024 and April 2025 which revealed that viewing time on Netflix's 'Standard with Ads' plan jumped 32 per cent across five key west European markets, signalling robust growth for the streaming giant's advertising business. The Standards with Ads plan is priced at Euro 6.99 per month as against the standard plan which has a sticker price of Euro 13.99 and the premium one which costs Euro 19.99 This Standard with Ads package offers ad-supported streaming on two devices simultaneously in Full HD (1080p) and allows for downloads

Digital i’s study  revealed  a collective rise of 152.7 million hours in the UK, France, Italy, Germany, and Spain. Total viewing hours on the ad-supported tier surged from 470.2 million in November 2024 to 622.9 million by April 2025.

Germany led the charge with a 44 per cent increase, as hours viewed on the 'Standard with Ads' plan climbed from 81.3 million to 116.9 million. Spain and the UK each saw a 34 per cent uplift, with viewing rising from 59.9 million to 80.2 million and 150.7 million to 202.6 million hours respectively. France experienced a 26 per cent rise (from 129.1 million to 163.2 million), while Italy registered a 22 per cent gain (from 49.1 million to 60 million).

Digital i chief analytics officer Matt Ross hailed the figures. "Netflix's ad-supported tier has experienced strong growth in the past six months, and the increased take up has led to increased viewership across all regions," he remarked. "This is good news for Netflix’s ad business which now boasts strong levels of reach combined with high levels of viewership."