The number of UK homes with a streaming service subscription dipped slightly in the last quarter of 2024.
20 million UK homes (68.3%) subscribed to services including Netflix, Amazon Prime Video and Disney+. This is a slight dip from 20.1m UK homes (68.8%) in Q2.
Barb data also shows the number of UK homes on the Netflix ad tier continues to build, reaching 4.7m (16% of UK homes) up more than a fifth from 3.8m (13.1%) in Q3. The Disney+ ad tier reached 1.5m (5.2% of UK homes), up more than a quarter from 1.2m (4.1%) in Q3. A different approach to moving homes to its ad tier means 87% of homes with Amazon Prime Video access in Q4 are on the ad tier – 11.6m homes (39.4% of UK homes), slightly up from 11.5m homes in Q3.
Doug Whelpdale, Head of Insight at Barb said: “The overall figures for Q4 2024 are largely flat compared to Q3. Looking at the three services with ad tiers, Amazon has the largest ad tier with 11.6m homes. With most Amazon homes on the ad tier this, this represented modest growth on Q3. But set against a modest decline in overall Amazon Prime video access, this would suggest newcomers to the service are taking the ad tier.”
Whelpdale added that the majority of homes on Netflix and Disney+ are still using the service without ads, so there is plenty of room for their ad tiers to grow.”
17.1m UK homes (58.2%) had access to Netflix in Q4, slightly down from 17.3m UK homes (59%) had access to Netflix in Q3; 13.3m UK homes (45.5%) had access to Amazon Prime Video in Q4, slightly down from 13.4m (45.9%) in Q3; 7.6 UK homes (26%) had access to Disney+ in Q4, up from 7.5m UK homes (25.7%) in Q3; 2.6m UK homes (8.9%) had access to Apple TV+ in Q4, up from 2.5m UK homes (8.6%) in Q3; 2.7m UK homes (9.1%) had access to Paramount+ in Q4, slightly down from 2.8m UK homes (9.4%) in Q3; 3.1m UK homes (10.7%) had access to Discovery+ in Q4, slightly down from 3.2m UK homes (10.9%) in Q3 and 2m UK homes (6.7%) had access to NOW in Q4, slightly down from 2.1m UK homes (7%) in Q3.
