The Broadcasters' Audience Research Board (BARB) is the organization that compiles audience measurements and television ratings levels in the United Kingdom. In its recent report, the organization unveiled the results of its Establishment Survey. There, it is established that 18.8 million UK homes (65.4%) had access to a subscription video-on-demand (SVOD) service in Q4 2023, a decrease from 19.3 million (67.3%) in Q3 2023.
For the first time, the consulting firm has shared the Netflix advertising tier estima, which is 1.45m (5.1% of homes). These homes form part of the overall Netflix figure below and are not in addition to it. Segmented by company, the results of Q4 are as follows: Netflix 16.3m UK homes (56.7%) representing a down from 16.7m (58.2%) in Q3; Amazon Prime Video 12.4m (43.1%) down from fractionally under 13m (45.3%) in Q3; Disney+ 7.3m (25.6%) a decrease from 7.6m (26.7%) in Q3, Apple TV+ 1.98m (6.9%), also down from 2.2m (7.8%) in Q3; Paramount+ 1.99m (6.9%), a slight difference compared to 1.93m (6.7%) in Q3, and Now 1.82m (6.4%), a slight drop from 1.85m (6.5%) in Q3.
Doug Whelpdale, Head of Insight at Barb, referred to competitive consumption during the festive period corresponding to the analyzed timeframe: "The latest data from our Establishment Survey show access to pure-play VOD services dropped slightly in Q4 last year. The proportion of homes with two or more services also slipped back compared to Q3, dipping from 13.3m (46.4%) to 12.8m (44.7%) in Q4The festive period proved a competitive time as they continue to battle it out in the UK viewing ecosystem. Families may have prioritized festive spending when the broadcaster's offering is strong. And mostly free," they said.
Barb's viewing data shows how new titles and library programming combine to drive time spent with these SVOD services. However, the reported figures only include SVOD services with a household penetration of more than 5%. Additionally, caution should be exercised when comparing Barb's sample-based numbers to audit statistics published by the SVOD services.
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