The number of UK households with access to a subscription video-on-demand (SVOD) service has risen above 19 million for the first time.
According to the BARB Establishment Survey for Q4 2021, 19.1 million homes (66.9% of households), subscribed to at least one streamer up from 18.7 million homes in Q3 2021.
Netflix, Amazon Prime Video and NOW all saw small quarterly gains, with Disney+ showing the largest increase in the number of homes with access to its service, up almost 5% on Q3 2021. 5.5 million homes had access to Disney+ in Q4 2021, up from 5.2 million in Q3.
16.8 million homes had access to Netflix in Q4 2021, an increase from 16.7 million the previous quarter, while 12.6 million homes had access to Amazon Prime Video, a growth from 12.5 million in Q3 2021. 2.1 million homes had NOW, up from 2.0 million the previous quarter.
Justin Sampson, BARB’s chief executive said: “Last November, we took a big step forward when we upgraded our daily audience reporting to include SVOD and video-streaming services. As well as reporting the total time spent watching these services, we deliver audience ratings for programmes on Amazon Prime Video, Disney+ and Netflix. This is the first time audiences for streaming services are being reported with all the hallmarks of a joint-industry measurement system: independence, objectivity and transparency.”
The number of homes that are service stacking with more than one subscription continues to grow. The number of homes that subscribe to two or more SVOD services rose to 12.4 million homes (43.3%) in Q4 2021, up from 12.3 million homes (43.1%) in Q3.
