The proportion of UK homes with a subscription to at least one streaming service from Netflix, Amazon Prime Video or Now TV has passed 50% for the first time.
The audience researcher BARB has upgraded its SVOD homes tracker with the latest Q4 2019 data.
It found 14.27 million UK homes access at least one of these services, a quarter-on-quarter increase of almost 600,000 homes (4.4%) since Q3 2019.
Netflix remains the largest service with 12.35 million homes subscribed, a year-on-year growth of almost 20%.
Amazon Prime Video is the fastest growing service year-on-year, increasing by just over 35% versus Q4 2018 to 7.14 million homes.
Now TV saw almost 8% year-on-year growth, bringing it to 1.69 million UK homes in Q4 2019 (although it experienced an 8% quarter-on-quarter drop from 1.84 million in Q3 2019).
The number of service stackers, homes subscribing to two or more SVOD services, is up to 6.03 million UK homes, an increase of 1.72 million year-on-year.