Amazon Prime Video secured more than half of new subscription video on demand sign-ups in Great Britain during Q3.
According to figures released by Kantar, Amazon brought in 51% of new SVOD subs, driven by an increase to the delivery company’s Prime Membership. However, the number of households taking out a new subscription in the quarter was just 3%.
12% of new subscriptions were switched, meaning they were taken by households who cancelled one SVOD service to make way for another.
Disney took a 15.4% share of new additions, Netflix 12.3%, Now TV 3.9% and Apple remained flat at 2.7%.
Netflix provided 4 of top 5 ‘most enjoyed’ shows in the quarter. Dominic Sunnebo, Senior Vice President at Kantar, Worldpanel Division, said: “Amazon Prime Video continues to benefit from being integrated with Prime Membership, with Amazon Prime subscribers rising to 49.6% of households in Q3 2020, up from 45.0% in Q1. Amazon is driving the highest level of direct switching in the industry, with 14% of Prime Video subscribers transferring from another provider.”
The Fall from Netflix was the most enjoyed title across all SVoD services, with Lucifer, The Umbrella Academy and Ozark rounding out the most enjoyed SVoD titles in Q3, highlighting Netflix’s domination of top content.
Now TV has become a key source of new customer acquisition. The heavily promoted ‘The Boys Season 2’ came out as the #2 title most enjoyed across all SVOD subscribers in Q3 2020, helping boost Amazon further. An increase in satisfaction with the amount of original content and variety of TV series has helped Prime Video edge past Disney+ to become the #2 most recommended service, after Netflix.