Disney has displaced Apple as the streaming service that’s gaining the most new subscriptions in the UK market.
According to Kantar’s Entertainment on Demand (EoD) in Great Britain, Disney+ took top spot of new subscriptions in the Q2 2024 with 19% share between April and June 2024. The release of series 20 of Grey’s Anatomy was the top driver of new subscriptions to Disney+ over the quarter, with Japanese historical drama Shogun continuing to perform well.
Apple, which had been at Number 1 since Christmas, fell to Number 4 with a 12% share. A slightly weaker slate in the second quarter meant AppleTV+ relied more heavily on free trial promotions to drive subscriber growth.
Warner Bros Discovery, which includes TNT, Eurosport and Discovery+, moved into Number 3.
The return of Clarkson’s Farm helped Prime Video rebound after a soft Q1, back into the Number 2 spot. Clarkson’s Farm continues to resonate strongly with British audiences, with the release of the show’s third season responsible for attracting 14% of new Prime Video content-led subscriptions over the second quarter.
“The latest data from our Entertainment on Demand study reveals the dynamic nature of the GB streaming market. Prime Video’s resurgence, driven by popular content like Clarkson’s Farm, highlights the importance of compelling content in retaining subscribers. Meanwhile, the strong performance of Disney+ and Netflix underscores their ability to consistently deliver engaging shows that resonate with diverse audiences,” said Andrew Skerratt, Global Insights Director at Kantar. “Understanding these trends and consumer preferences is crucial for streaming services aiming to maintain and grow their subscriber base in a highly competitive market.”
Baby Reindeer, a UK-based biographical drama about a stalker, proved to be a huge hit and was the most enjoyed show across the UK during the second quarter. The show alone was responsible for attracting 8% of new subscribers to Netflix.
Q2 was a light quarter for new subscriptions, with only 8% of the British population taking out a new VOD service, the lowest in 12 months.
