Subscription on demand (SVOD) platforms are rapidly becoming mainstream, particularly with younger adults, in both the UK and US.
Speaking in a press event discussing the company’s latest findings, Julia Lamaison, media research and insights director, GfK UK, said that SVOD services are received by 22% of all adults aged 16+ in the UK, with the figure rising to 34% in the 16-34 group.
The corresponding figures for the US were 37% and 46%, and significantly the UK figures did not include those who claimed to have a NOW TV subscription.
She added that drama drives SVOD in both countries and that six of the top 10 titles were the same in each.
Furthermore, in the UK 54% of the population opted for a pay-TV subscription, with the figure rising to 72% among SVOD subscribers.
In the US, the corresponding figures were 85% and 91% respectively.
There is also significant overlap in VOD subscriptions in both countries, in the UK between Netflix and (Lovefilm) Amazon (15%) and in the US between Netflix and Amazon Instant Video.