iWorld
Digital i report: Netflix’s ad-tier viewing soars by nearly a third across Europe
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.”
e-commerce
Google rolls out new AI shopping tools for Indian users
Gemini, AI Mode in Search, and Circle to Search get smarter upgrades to simplify online buying.
MUMBAI: Google is making online shopping in India a lot less “add to cart” and a lot more “ask and discover”. The tech giant has announced a fresh set of artificial intelligence-powered updates designed to make finding and buying products more intuitive and efficient. By integrating its Gemini models with the Shopping Graph, a massive dataset of over 50 billion product listings that sees nearly 2 billion updates every hour, Google is bringing smarter, more conversational shopping experiences across its platforms.
Users can now move seamlessly from idea generation to product discovery within the Gemini app. Whether planning a festive outfit or building a gift list, shoppers can receive product listings, comparison tables, pricing from across the web, and direct purchase links, all through natural conversation. The feature is currently available in English and Hindi.
Google has upgraded its AI Mode in Search, turning it into a more natural shopping assistant. Instead of relying on traditional filters and keywords, users can ask questions in plain language and receive structured responses with visuals, pricing, reviews, and inventory details. Comparison tables highlighting key differences are also included. While currently available in English, a Hindi version is expected soon.
The popular Circle to Search feature has been enhanced on devices such as the Pixel 10 and Samsung Galaxy S26 series. Users can now identify and explore multiple objects in a single image at once. In fashion-related queries, the tool can break down entire outfits and suggest similar products, making style replication or discovery much easier.
Google stated that these updates build on last year’s successful rollout of the Virtual Try-On tool in India, which helped users visualise apparel before purchase.
In a market where shopping decisions often happen in seconds, Google is betting that smarter AI will turn casual browsing into confident buying. From festive shopping lists to spotting the perfect outfit in a photo, these new tools aim to make every scroll feel a little more rewarding and a lot less overwhelming.
