A total of 16.5 million UK homes now have access to an advertising tier within a streaming service.
According to the Barb Q3 2024 Establishment Survey, 20.1 million UK homes (68.8%) have access to a subscription video-on-demand (SVOD) service. This represents a slight increase from 20 million UK homes (68.7%) in Q2.
Barb’s latest advertisng tier estimates show continued growth for the Netflix ad tier, reaching 3.8 million (13.1%) up from 2.78 million (9.5%) in Q2. The Disney+ ad tier averaged 1.2 million (4.1%) up from 820,000 homes in Q2.
Amazon’s approach of requiring subscribers to pay an additional fee not to be shown ads means that 86% of homes with Amazon Prime Video access in Q3 are on the ad tier – 11.5m homes (39.3%).
“While Amazon is likely to be the biggest ad tier for some time, it’s interesting to see the growth of the Netflix ad tier towards 4m homes and Disney+ past 1m homes. With darker evenings and the festive season on the horizon the number of ad tier homes for Netflix and Disney seems likely to grow,” explains Doug Whelpdale, Head of Insight at Barb.
17.3 million UK homes (59%) had access to Netflix in Q3 2024 up from 17.1 million UK homes (58.6%) in Q2. 13.4 million UK homes (45.9%) had access to Amazon Prime Video in Q3 down from 13.7 million UK homes (46.7%) in Q2. 7.5 UK homes (25.7%) had access to Disney+ in Q3 down from 7.6 million UK homes (26.1%) in Q2. 2.5 million UK homes (8.6%) had access to Apple TV+ in Q3 up from 2.4 million UK homes (8.3%) in Q2. 2.8 million UK homes (9.4%) had access to Paramount+ in Q3 flat from 2.8 million UK homes (9.7%) in Q2. 3.2 million UK homes (10.9%) had access to Discovery+ in Q3 flat from 3.2 million UK homes (11.1%) in Q2 and 2.1 million UK homes (7%) had access to NOW in Q3 up from 1.98 million UK homes (6.8%) in Q2.
