New research from Ampere Analysis reveals that ad-supported video-on-demand (AVoD) platforms experienced the fastest catalogue growth worldwide in 2025, surpassing subscription-based services (SVoD). Tubi led this surge, particularly in the UK, where it saw a remarkable 99% increase in its content library since January 2025. This expansion has made Tubi the second-largest catalogue in the UK, trailing only Prime Video, with over 20,000 movies and shows available.

• Six of the ten fastest-growing platforms were free, ad-supported services, including Tubi UK (+99%), Rakuten TV Ireland (+43%), and Pluto TV Canada (+27%).
• Overall, global VoD catalogue growth averaged 5% in 2025, with AVoD platforms significantly outperforming this rate.
• Tubi’s growth in other markets was more moderate, with an 11% increase in the US and 7% in Canada.

Across all AVoD platforms, the most frequently added genres in 2025 were Documentary, Crime & Thriller, and Reality, which together accounted for 36% of new titles.

European broadcasters also expanded their libraries, especially broadcaster video-on-demand (BVoD) services in the five largest European markets. TF1+ in France and RTVE Play in Spain grew their catalogues by 77% and 37% respectively. RTVE Play’s growth was primarily driven by local productions, while about half of TF1+’s new additions were international titles.

In contrast, SVoD platforms saw slower catalogue growth in 2025. Apple TV led global SVoD services with a 15% increase, mainly due to original productions, which made up over 90% of its new titles. Despite its relatively small overall library, this growth rate positioned Apple TV as the fastest-growing major SVoD catalogue, ahead of Prime Video (12%), Paramount+ (12%), Disney+ (8%), and Netflix (4%).

Tingting Li, Research Manager at Ampere Analysis, noted that free ad-supported platforms are expected to continue expanding their catalogues, especially in markets where AVoD and BVoD services are popular, such as the US, UK, France, and Türkiye. While SVoD catalogue growth has been slower, it is increasingly driven by partnerships with local broadcasters and a stronger emphasis on local content, particularly for Netflix, Prime Video, and Disney+. This trend of content sharing and local content expansion is expected to continue into 2026, broadening its impact beyond Western Europe to a global scale.

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