Barb’s latest Establishment Survey shows UK SVOD household reach essentially flat in Q3 2025, with 20.5m homes (69.5%) taking at least one subscription service, down fractionally from 20.6m in Q2.
Growth continues to come from ad-supported tiers with the hint that the market is close to being mature.
Netflix remains the clear leader, accessed in 17.6m homes (59.5%), unchanged quarter-on-quarter. Its ad tier continues to scale, now in 6.1m homes (20.8% of all TV homes, 35% of Netflix homes), up from 5.5m and 31% respectively.
Amazon Prime Video is present in 13.6m homes (46.0%), a marginal dip from 13.7m. Barb notes that 87% of Prime Video homes are on its ad tier, broadly stable at 11.8m homes as Amazon’s shift to advertising-led plans beds in.
Disney+ slipped slightly to 7.5m homes (25.4%) from 7.6m, but its ad tier continues to grow. Ad-supported access has risen to 2.3m homes (7.6%), around 30% of its base and up from 28% in Q2, with Barb highlighting that the tier has almost doubled in size year-on-year.
Among other platforms, Paramount+ is flat at 3.3m homes (11.1%), Discovery+ has edged up to 3.2m homes (10.7%), Apple TV+ has grown to 2.8m homes (9.6%) and NOW has increased to 2.0m homes (6.8%).
