The sports brand also reports strong viewership growth across cable and other platforms.

Services saturation means retention is the name of the game - and bundling and pricing are increasingly crucial to retention, points out Ampere Analysis.

Do Kantar's survey results suggest what kind of switching rates Disney+ and Netflix might see in the U.S., as they intro their ad-supported video-on-demand offerings?

In contrast, Netflix's ad-supported tier is projected to make up just 24% of global subscribers.