It shows that as of this June there were 16.7 million VOD enabled households in the country, as 57% were subscribed to at least one service. However, only 2.3% of GB SVOD households took out a new subscription in Q2, compared to 7% in the same period last year.
Despite this slowdown, Amazon Prime Video remains in first place, securing over a third of signups, a title it has held for the past five quarters. Netflix nevertheless dominates as the entry level subscription service, with 44% of its new subscribers never having taken out an SVOD service before. Once Netflix adopts new subscribers, they tend to stay loyal. Netflix has the highest length of subscription with 70% of subscribers having the service for more than two years. NOW comes second with 57% and APV sits at 52%. With 77% of VOD enabled households in GB having a Netflix subscription, it continues to be the most significant player in the market. In contrast, after over a year of service, Britbox has only managed to achieve 2% penetration in the market. The main areas of dissatisfaction with Britbox lie in the lack of ability to download content (-15%) and value for money (-16%).
Other findings include Disney+ scoring highest in satisfaction for the variety of classic films (50% vs 29% for Netflix and 21% for Amazon Prime Video and the most popular VOD genre being crime drama.
Significantly, as GB households adopt streaming services this correlates with a decrease in the proportion of households subscribing to cable TV services such as Virgin and Sky, taking a downturn from 42.2% last year to 39.1% in Q2 2021.