A slight increase in the number of UK homes with access to a subscription video-on-demand (SVOD) service in Q2 2024 means that for the first time more than 20 million UK homes report having access to an SVOD service.
The Q2 Barb establishment survey also shows the number of UK homes on the Netflix ad tier continues to build, reaching 2.78 million (9.5%) from 2.12 million (7.4%) in Q1. The Disney+ ad tier, in its eighth month by the end of Q2, averaged in 820k homes across the quarter.
Netflix is now available in 17.1 million UK homes (58.6%), up from 16.7 million in Q1.
13.7m UK homes (46.7%) had access to Amazon Prime Video in Q2 up from 13m (45.3%) in Q1; 7.6 million UK homes (26.1%) had access to Disney+ in Q2 flat compared to Q1; 2.4 million UK homes (8.3%) had access to Apple TV+ in Q2 flat compared to Q1; 2.8 million UK homes (9.7%) had access to Paramount+ in Q2 up from 2.6 million (9.1%) in Q1; 3.2 million UK homes (11.1%) had access to Discovery+ in Q2, up fractionally from 3.1 million (10.9%) in Q1 and NOW 1.98m UK homes (6.8%) had access to NOW in Q2, up from 1.82 million (6.3%) in Q1.
Doug Whelpdale, Head of Insight at Barb said: “More than 20m UK homes have access to an SVOD service for the first time since Barb began collecting data in 2014. This figure is 1.25m higher than in Q2 2023 – a 6.6% increase. The number of homes with two or more services also tipped to 14m (48%) for the first time.
“The challenge will be to maintain this momentum. Q3 2024 will be a key test to see if the pure-play VOD services can avoid the plateaus of the last three years, but 2024 appears to be going well for these services so far.”
Barb’s viewing data shows how new titles and library programming combine to drive time spent with these streaming services.
Barb cautions on comparisons with data provided by the streaming services themselves; pointing out that respondent’s recall of access to services can be uncertain, for example where the respondent is not the subscriber in the household, or the service is provided in a package with other services.?
