Enders says the 37% growth takes the subscription service to 5.2 million subscribers, and ahead of the 1.3 million VOD-enabled homes added by fixed-line telcos Sky (including Now TV), Virgin Media, BT and TalkTalk. SVOD homes overlap with pay-TV accounts, and are topping up content for family members, not cord-cutting.
It’s anticipated that Amazon Prime Instant Video, bundled as part of the online store’s Prime delivery service, will “balloon” from 1.6 million users in Q4 2015 on the back of marketing for Jeremy Clarkson’s new motoring show. Enders believes Clarkson will help Amazon leverage its 25% share of the e-commerce market.
YouTube remains the big beast with 35 million monthly unique users in the UK.