Share of consumers using free or cheaper ad-supported versions of Netflix and Disney+ in Europe as of February 2026, by country
Ad-supported streaming adoption in Europe is measured by the share of adult internet users in each country who subscribe to the cheaper, ad-supported tier of Netflix (Standard with Ads) or Disney+ (Basic, with Ads). This data -- from a nationally representative YouGov Profiles survey supplemented by Ampere Analysis tracking -- captures a snapshot of European consumer streaming preferences as of February 2026, approximately 38-39 months after Netflix launched its European ad tier (November 2022) and 14-27 months after Disney+ Basic launched in various European markets (from November 2023). The Disney+ UK subscriber context in our Disney+ UK subscribers analysis.
The data reveals three structural patterns. First, the UK leads every other European country in both Netflix and Disney+ ad-supported adoption -- reflecting the earliest launches, highest streaming price sensitivity, and strongest advertising market in European streaming. Second, Nordic countries (Sweden, Denmark) outperform larger markets (Germany, France) despite smaller populations -- reflecting Northern European consumers' high digital adoption and comfort with ad-supported models. Third, Netflix leads Disney+ in every country by a consistent 7-12 percentage point margin, reflecting Netflix's 12-month head-start in European ad-tier availability and its higher total subscriber base. The global SVOD comparison in our global SVOD subscriber count by platform analysis.
Netflix Standard with Ads launched in the UK, Germany, France, Italy, Spain, and other European markets on November 3, 2022 -- making February 2026 approximately the 40th month of European Netflix ad-tier availability. Disney+ Basic launched in the UK in November 2023 (38-month advantage to Netflix), and in most continental European markets in late 2023-early 2024 (25-30 month advantage). This timing gap explains the consistent Netflix lead across every country: Netflix has had more time for ad-tier awareness to build, for price-sensitive subscribers to discover and switch to the cheaper option, and for new subscribers to choose ad-supported as their first Netflix experience. As Disney+ Basic accumulates more months of European availability, its country-level shares are expected to converge toward Netflix levels over 2026-2028. UK Netflix and Disney+ title comparison in our Netflix, Amazon, Disney+ UK titles analysis.
Ad-supported Netflix vs Disney+ by country -- February 2026 -- UK leads both, Poland lowest both
The grouped bar chart shows Netflix (gold) and Disney+ (navy) ad-supported adoption side by side for all 10 European countries. Netflix leads Disney+ in every country without exception. The ad-supported VOD worldwide context in our ad-supported VOD users worldwide analysis.
Netflix ad-supported adoption by European country -- UK 24.8% highest, Poland 12.8% lowest, 12.0pp gap
Disney+ ad-supported adoption by European country -- UK 14.2% highest, Poland 5.4% lowest
Ad-supported streaming by country -- UK to Poland, what drives the variation
- United Kingdom -- Netflix 24.8%, Disney+ 14.2% -- Both Highest in Europe: The UK leads all European countries in ad-supported adoption for both Netflix and Disney+ as of February 2026. UK advantages: both services launched their ad-supported tiers in the UK simultaneously with the US (Netflix November 2022, Disney+ November 2023) -- giving UK consumers the longest European familiarity period; UK streaming prices are among the highest in Europe (Netflix Premium £17.99/month, Disney+ Premium £13.99/month), creating the largest absolute financial incentive to switch to the cheaper ad-supported option; UK advertising CPM rates are the highest in Europe, resulting in the highest-quality, most relevant ad experiences on both platforms; and UK consumers have the most mature streaming culture in Europe. Disney+ UK subscribers in our Disney+ UK subscribers analysis.
- Netherlands -- Netflix 22.4%, Disney+ 10.6% -- Second for Netflix: The Netherlands has the second-highest Netflix ad-supported adoption (22.4%) -- slightly ahead of the Nordic countries despite being the smallest market in the group. Dutch streaming adoption is characteristically high: the Netherlands consistently ranks among Europe's highest-penetration streaming markets. Dutch consumers are also among Europe's most price-conscious digital consumers -- historically early adopters of discounted digital service tiers. Dutch is not a widely spoken language internationally, but Netflix's content library in the Netherlands includes significant English-language content (Dutch consumers have high English proficiency), making the ad-supported tier a good-value access point. UK vs other European title count context in our Netflix, Amazon, Disney+ UK titles analysis.
- Sweden and Denmark -- Netflix 20.6% / 19.8%, Disney+ 9.2% / 8.8% -- Nordic Leaders: Sweden and Denmark are the third and fourth highest European markets for Netflix ad-supported adoption, and similarly ranked for Disney+. Nordic countries consistently outperform their population size in digital service adoption metrics -- reflecting high income levels, high English proficiency (meaning access to the broadest content libraries), high broadband penetration, and strong consumer awareness of streaming price tiers. Swedish and Danish consumers have high streaming service stacking rates (subscribing to multiple services simultaneously), making the cheaper ad-supported entry point for each service more attractive than it would be if they held fewer subscriptions.
- Germany -- Netflix 19.4%, Disney+ 9.8% -- Largest European Market: Germany has the fifth-highest Netflix adoption rate (19.4%) and second-highest Disney+ rate (9.8%) -- despite being by far the largest European country in this survey by population. Germany's absolute ad-supported streaming consumer count is therefore the largest in continental Europe. Germany's Netflix percentage is slightly below Nordic countries despite broadly similar income levels -- reflecting Germany's historically stronger public broadcasting and free-to-air TV culture (ARD, ZDF) which reduced the urgency of streaming adoption. Disney+ has relatively strong brand recognition in Germany (Marvel and Star Wars have large German fan bases), explaining Germany's second-highest Disney+ adoption.
- France and Austria -- Netflix 18.2% / 17.4%, Disney+ 8.6% / 7.8% -- Mid-Tier European Markets: France and Austria sit in the middle of the European range. France (Netflix 18.2%) tracks close to the European average despite French-language content requirements (Canal+ agreements historically limiting some Netflix content in France) and France's strong tradition of subsidising domestic cinema and television production. Austria (Netflix 17.4%, Disney+ 7.8%) tracks closely to Germany, as expected given the shared German-language media environment. Both markets have strong advertising markets, making the ad-supported tier experience relatively high-quality.
- Spain and Italy -- Netflix 15.6% / 14.2%, Disney+ 7.4% / 6.8% -- Southern European Adoption: Spain and Italy show lower ad-supported adoption -- reflecting lower average household incomes than Northern European markets (making overall SVOD subscription rates lower -- if fewer consumers subscribe to Netflix/Disney+ in the first place, fewer can be on the ad-supported tier) and historically lower streaming penetration. Spain (Netflix 15.6%) benefits from strong Netflix investment in Spanish-language content (La Casa de Papel, Money Heist was a global Netflix phenomenon), which drives Spanish consumer engagement with Netflix. Italy (Netflix 14.2%) has the third-lowest Netflix adoption in the survey. European SVOD commission context in our SVOD commissions ordered globally analysis.
- Poland -- Netflix 12.8%, Disney+ 5.4% -- Lowest in Both Services: Poland has the lowest ad-supported streaming adoption across both Netflix and Disney+ -- reflecting three structural factors: (1) Lower baseline streaming penetration -- overall SVOD subscription rates in Poland are lower than in Western Europe, meaning the pool from which ad-tier subscribers can come is smaller; (2) Lower relative streaming prices -- Netflix and Disney+ prices in Poland (in PLN) are lower relative to income than in Western European markets, reducing the financial incentive to switch to an even cheaper ad-supported tier; (3) More recent GDPR-compliant ad-tier availability -- Polish market ad-tier infrastructure was slightly later to reach full operational status than UK/Western European markets. Disney+ Poland real users context in our Disney+ Poland real users analysis.
Netflix lead over Disney+ in ad-supported adoption -- Netherlands largest gap at +11.8pp, Italy/Poland smallest at +7.4pp
The Netflix advantage over Disney+ varies from +7.4pp (Italy and Poland) to +11.8pp (Netherlands). The gap is larger in high-Netflix-penetration markets and smaller in markets where total streaming adoption is lower. Content exclusivity context in our content exclusivity on SVOD services analysis.
Ad-supported adoption correlates with total streaming penetration -- high Netflix/Disney+ subscription markets also lead on ad-supported adoption
Countries with higher overall Netflix adoption also show higher ad-supported tier adoption -- suggesting that streaming market maturity (more subscribers overall) creates a larger pool from which ad-supported adopters can be drawn. The hybrid VOD revenue context in our hybrid VOD services revenue worldwide analysis.
Ad-supported Netflix and Disney+ in Europe -- complete country data February 2026
| Country | Netflix with Ads % | Disney+ Basic % | Netflix Lead (pp) | Rank (Netflix) | Key Factor |
|---|---|---|---|---|---|
| United Kingdom | 24.8% | 14.2% | +10.6pp | #1 | Earliest launch -- highest prices -- best ad market |
| Netherlands | 22.4% | 10.6% | +11.8pp | #2 | Highest price consciousness -- high digital adoption |
| Sweden | 20.6% | 9.2% | +11.4pp | #3 | Nordic streaming leader -- high English proficiency |
| Denmark | 19.8% | 8.8% | +11.0pp | #4 | Nordic peer -- high digital penetration |
| Germany | 19.4% | 9.8% | +9.6pp | #5 | Largest continental market -- strong Disney+ brand |
| France | 18.2% | 8.6% | +9.6pp | #6 | Canal+ agreements limit some content -- still growing |
| Austria | 17.4% | 7.8% | +9.6pp | #7 | German-language market -- tracks Germany closely |
| Spain | 15.6% | 7.4% | +8.2pp | #8 | Strong Spanish content -- La Casa de Papel legacy |
| Italy | 14.2% | 6.8% | +7.4pp | #9 | Lower SVOD penetration -- Southern European pattern |
| Poland | 12.8% | 5.4% | +7.4pp | #10 | Lower incomes -- lower SVOD base -- recent ad launch |
| European Average | 18.5% | 8.9% | +9.6pp | -- | Simple average of 10 countries |
Ad-supported Netflix and Disney+ in Europe -- key statistics February 2026
Frequently Asked Questions -- ad-supported Netflix and Disney+ in Europe 2026, by country
Share of consumers using ad-supported Netflix (Standard with Ads) and Disney+ (Basic) in Europe as of February 2026: UK: Netflix 24.8%, Disney+ 14.2%. Netherlands: Netflix 22.4%, Disney+ 10.6%. Sweden: Netflix 20.6%, Disney+ 9.2%. Denmark: Netflix 19.8%, Disney+ 8.8%. Germany: Netflix 19.4%, Disney+ 9.8%. France: Netflix 18.2%, Disney+ 8.6%. Austria: Netflix 17.4%, Disney+ 7.8%. Spain: Netflix 15.6%, Disney+ 7.4%. Italy: Netflix 14.2%, Disney+ 6.8%. Poland: Netflix 12.8%, Disney+ 5.4%. European average: Netflix 18.5%, Disney+ 8.9%. Source: YouGov Profiles, Statista, Ampere Analysis February 2026.
UK leads European ad-supported adoption for four reasons: (1) Earliest launch -- Netflix Standard with Ads launched simultaneously with the US (November 2022); Disney+ Basic launched alongside Australia (November 2023) -- UK had the longest European availability period by February 2026; (2) Highest streaming prices -- Netflix Premium £17.99/month, Disney+ Premium £13.99/month -- creating the largest financial incentive to switch to cheaper ad-supported tiers; (3) Strongest UK advertising market -- UK digital advertising CPM rates are the highest in Europe, meaning the ad experience on both platforms is highest quality in the UK; (4) Mature streaming culture -- UK consumers have the highest SVOD subscription rates in Europe, creating the largest ad-tier conversion pool. Source: YouGov Profiles UK February 2026, Ampere Analysis.
Poland has the lowest ad-supported adoption (Netflix 12.8%, Disney+ 5.4%) for three structural reasons: (1) Lower baseline SVOD penetration -- fewer Poles subscribe to Netflix/Disney+ overall, so the pool of potential ad-tier switchers is smaller; (2) Lower relative streaming prices -- Netflix and Disney+ are priced lower in Poland (in PLN) relative to income than in Western Europe, reducing the financial incentive to switch to an even cheaper ad-supported tier; (3) More recent ad-tier availability -- while ad tiers launched in major Western European markets in November 2022-2023, Polish market ad-tier infrastructure was slightly later to reach full GDPR-compliant operation. Disney+ Poland context in our Disney+ Poland real users analysis. Source: YouGov Profiles Poland February 2026.
Netflix leads Disney+ in ad-supported adoption in every European country by 7.4-11.8pp because: (1) 12-month head-start -- Netflix Standard with Ads launched in Europe November 2022; Disney+ Basic launched UK November 2023 and most continental Europe from late 2023-2024 -- giving Netflix more time to accumulate ad-tier subscribers; (2) Higher Netflix penetration -- Netflix has more total subscribers in every European market than Disney+, creating a larger conversion pool; (3) Higher ad-free pricing -- Netflix Premium is typically more expensive than Disney+ Premium in European markets, making the price saving from choosing Netflix ad-supported larger in absolute terms. Source: YouGov Profiles / Ampere Analysis February 2026.
The European average Netflix Standard with Ads (ad-supported tier) adoption is approximately 18.5% of adult internet users across the 10 measured countries (UK, Netherlands, Sweden, Denmark, Germany, France, Austria, Spain, Italy, Poland) as of February 2026. This means approximately 1 in 5.4 European adult internet users is on the cheaper ad-supported Netflix tier. The Disney+ equivalent is approximately 8.9% (1 in 11.2 European adult internet users). Netflix leads Disney+ by 9.6pp on average. Source: YouGov Profiles 10-country average, Ampere Analysis February 2026.
UK vs Germany ad-supported streaming comparison (February 2026): Netflix: UK 24.8% vs Germany 19.4% -- UK leads by 5.4pp. Disney+: UK 14.2% vs Germany 9.8% -- UK leads by 4.4pp. UK leads Germany due to: earlier effective Disney+ Basic availability (UK November 2023 vs Germany later due to GDPR compliance timing); higher UK ad-free tier prices creating stronger financial incentive; and UK's more mature streaming culture. Germany compensates with sheer market size -- in absolute consumer numbers, Germany likely has more ad-supported streaming users than any other continental European market. Source: YouGov Profiles UK and Germany, Ampere Analysis February 2026.
Netflix Standard with Ads pricing in key European markets (approximately February 2026): UK £4.99/month (vs £17.99 Premium -- 72% saving). Germany €4.99/month (vs €17.99 Premium). France €5.99/month (vs €17.99 Premium). Netherlands €4.99/month. Spain €5.99/month. Italy €5.49/month. Poland ~PLN 29/month. The large price differential (approximately 70-75% cheaper than ad-free Premium in most markets) is the primary consumer motivation for choosing the ad-supported tier. Note: prices subject to change -- verify at Netflix.com for current local pricing. US ad-supported OTT pricing context in our US ad-supported OTT penetration analysis. Source: Netflix regional pricing February 2026.
European ad-supported streaming adoption is expected to continue rising through 2026 driven by: (1) Continued streaming price increases widening the ad-supported saving advantage; (2) Disney+ Basic expansion across more European markets and increasing consumer awareness; (3) Normalisation of streaming advertising as consumers become more comfortable with ads in streaming environments; (4) New subscriber ad-supported choice -- approximately 40-50% of new European Netflix subscribers now choose Standard with Ads as their first tier. The Disney+ regional ad-supported share trends in our Disney+ ad-supported share by region analysis. Source: Ampere Analysis European SVOD forecast 2026.
