In the fourth quarter of 2021, the number of UK households with access to a subscription video-on-demand service rose above 19 million for the first time to reach 19.1 million homes (66.9% of households), up from 18.7 million homes (65.8%) in Q3 2021, according to data from BARB’s “Establishment Survey for Q4 2021”.
Disney+ showed the largest increase in the number of homes with access to its service, up almost 5% on the third quarter 2021. According to the report, 5.5 million homes had access to Disney+ in Q4 2021, up from 5.2 million in Q3. Meanwhile, 16.8 million homes had access to Netflix in the period, an increase from 16.7 million the previous quarter, while 12.6 million homes had access to Amazon Prime Video, a growth from 12.5 million in Q3 2021. Lastly, 2.1 million homes had Now TV, up from 2 million the previous quarter.
With the overall growth lower than the aggregate growth for individual services, BARB says that it is clear that some homes have multiple SVOD subscriptions. In fact, the number of homes that subscribe to two or more subscription video-on-demand services rose to 12.4 million homes (43.3%) in the fourth quarter of 2021, up from 12.3 million homes (43.1%) in the third one.
“We have been providing valuable insight into SVOD services since 2014, when we began reporting on the uptake of these services in our ‘Establishment Survey’,” commented Justin Sampson, Chief Executive of BARB. “Last November, we took a big step forward when we upgraded our daily audience reporting to include SVOD and video-streaming services. As well as reporting the total time spent watching these services, we deliver audience ratings for programmes on Amazon Prime Video, Disney+ and Netflix. This is the first time audiences for streaming services are being reported with all the hallmarks of a joint-industry measurement system: independence, objectivity and transparency,” he concluded.
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