30 AUG 2021

18.8 million UK households are subscribed to at least one SVOD service

The number of UK households with a subscription to any subscription video-on-demand service is now 18.8 million homes (66%), up from 17.4 million during the third quarter of 2020, according to BARB.

30 AUG 2021

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The number of UK households with a subscription to any subscription video-on-demand service is now 18.8 million homes (66%), up from 17.4 million during the third quarter of 2020, according to BARB’s “Establishment Survey” for Q2 2021. Due to restrictions on carrying out fieldwork during the pandemic, these are the first quarterly results released since Q3 2020, and according to BARB, are a fully-representative sample of the April - June 2021 period.

All of the main services have seen growth, with market-leader Netflix increasing to 16.8 million households in Q2 2021, up more than 1.5 million since Q3 2020. Amazon Prime Video saw a larger growth in households than Netflix, increasing over 2.3 million homes to 12.5 million. The largest percentage-change in the market was from Disney+, which is growing from a smaller subscriber base than Amazon and Netflix, having launched in March 2020. In Q2 2021, Disney+ was available in 4.8 million households, up 24% since last time. NowTV also increased, to 2.3 million homes.

With the overall growth of 1.5 million homes lower than the aggregate growth for individual services, it is also evident that more homes have multiple SVOD subscriptions. The proportion of homes with an SVOD service that subscribe to two or more services has risen to 65.3%, up from 58.3% in the third quarter of 2020.

“BARB delivers a comprehensive understanding of what people watch. With over 1.000 interviews each week, the ‘Establishment Survey’ is vital to how we achieve this. It’s the largest ongoing monitor of how the UK population can access broadcast channels, on-demand services and other streaming platforms. We are pleased to again publish robust insight on the ever-changing television landscape,”  said Justin Sampson, BARB’s Chief Executive.