There are currently 16.7 million SVOD-enabled households in the UK, as 57% of consumers in the territory are subscribed to at least one service, according to findings from insights and consulting company Kantar. The report also revealed that figures for those taking on new subscriptions fell compared to last year - during the second quarter of this year, only 2.3% of UK SVOD households took a new subscription, compared to the 7% registered during the same period of 2020.
Apparently, the British appetite for SVOD continues to grow, and, while people are increasingly contracting more OTT platforms, at the same time, fewer and fewer households are subscribing to traditional pay TV services. Therefore, the pay TV segment took a downturn from 42.2% last year to 39.1% in Q2 2021.
Although little by little it is beginning to be noticed that SVOD platforms are finding it increasingly difficult to attract new consumers, Amazon Prime Video maintains the first position in this area, securing over a third of signups, a title the streamer has held for the past five quarters.
However, it is Netflix that dominates as the entry-level subscription service, with 44% of its new subscribers never having taken out an SVOD service before. Furthermore, once Netflix adopts new subscribers, they tend to stay loyal, as it has the highest length of subscription, with 70% of users having the service for more than two years.
According to Kantar’s report, in terms of genre popularity, the results are clear: the British audiences love to watch storylines fused with plots that come with the crime drama genre. Some examples of the most enjoyed shows during the second quarter of the year are “Line of Duty,” “Mare of Easttown,” “Lucifer,” “Wandavision,” and “Loki”.
Looking at drivers of satisfaction, Disney+ prevailed over the other platforms thanks to its variety of classic films (50% vs Netflix’s 29% and Amazon Prime Video’s 21%) and amount of children’s content available (39% vs Netflix’s 23% and Amazon Prime Video’s 15%).