Barb has published its Q4 2025 Establishment Survey data, showing 20.6m UK homes (69.7%) had access to at least 1 subscription video-on-demand (SVOD) service. That compares with 20.5m homes in Q3 2025.
Netflix remained the largest SVOD service, reaching 18.0m UK homes (60.9%), up from 17.6m in Q3. Barb said 38% of Netflix homes were on its ad tier in Q4, equating to 6.9m UK homes (23.3%), up from 6.1m.
Amazon Prime Video was available in 13.8m UK homes (46.5%), up from 13.6m. Barb reported 87% of Prime Video homes were on its ad tier, representing 11.9m UK homes (40.3%), marginally up on Q3.
Disney+ edged up to 7.6m UK homes (25.8%) from 7.5m. Its ad tier grew to 35% of Disney+ homes, or 2.6m UK homes (8.8%), up from 2.3m.
Elsewhere, Barb recorded growth for Paramount+ (3.5m homes; 11.8%), Discovery+ (3.4m; 11.3%) and Apple TV+ (3.0m; 10.1%). NOW was flat at 2.0m homes (6.9%).
