Streaming services Netflix, Amazon Prime Video, Paramount+ and Apple TV+ enjoyed subscriber growth in the first quarter, but there were losses for Disney+ and NOW.
The data from Barb’s Establishment Survey shows 20.1 million UK homes (67.5%) had access to a subscription video-on-demand (SVOD) service in Q1 2025. This is a slight increase from 20 million UK homes in Q4 2024.
Doug Whelpdale, Head of Insight at Barb said: “20.1 million UK homes accessed at least one pure-play VOD service in Q1 2025, showing continued stability in the market. The number of homes with two or more services grew for the first time since Q2 2024, reaching a new high watermark of almost 14.1m homes.”
Netflix grew its subscriber base to 17.4m UK homes (59.2%), up from 17.1 million in Q4 2024. In Q1 2025, 28% of Netflix homes were on its ad tier: 4.8 million UK homes (16.4%), slightly up from 4.7 million in Q4 2024.
Amazon Prime Video added 100,000 new subscribers to reach 13.4 million UK homes. Amazon’s wholesale move of subscribers to its ad tier – subscribers must pay a premium to remove commercial interruptions – meaning 87% of Amazon Prime Video homes were on its ad tier: 11.7 million UK homes (39.9%), slightly up from 11.6 million in Q4 2024.
Disney+ did not fair so well; 7.3 million UK homes (24.8%) had access to Disney+ in Q1 2025, down from 7.6 million in Q4 2024. In Q1 2025, 23% of Disney+ homes were on its ad tier: 1.7 million UK homes (5.8%), up from 1.5m million in Q4 2024.
3.1 million UK homes (10.6%) had access to Discovery+ in Q1 2025, level with Q4 2024. Another 3.1m UK homes (10.5%) had access to Paramount+ in Q1 2025, up from 2.7 million in Q4 2024. Paramount+ was the service with the largest growth in the absolute number of homes, adding 430k over the quarter
2.7 million UK homes (9.1%) had access to Apple TV+ in Q1 2025, slightly up from 2.6 million in Q4 2024. 1.8m UK homes (6.2%) had access to NOW in Q1 2025, down from 2 million in Q4 2024.
