The report included an ad tier estimate for Netflix, Disney and Amazon
By Matthew Corrigan
Published: February 3, 2025 Updated: February 10, 2025
The report included an ad tier estimate for Netflix, Disney and Amazon
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Barb has released the results of its latest Establishment Survey showing a slight fall in SVoD subscription in UK households.
Data for Q4 indicated that 68.3 per cent of UK households had access to a subscription video-on-demand (SVoD) service. The figure equates to 20 million homes, slightly down from the Q2 numbers at 20.1 million (68.8 per cent).
The number of UK homes on the Netflix ad tier has grown to 4.7 million, representing 16 per cent and up more than a fifth on the Q3 figure of 3.8 million or 13.1 per cent. Disney grew by more than a quarter over the same period, from 1.2 million (4.1 per cent) to 1.5 million (5.2 per cent). Reflecting a different approach to moving users to its ad tier, Amazon Prime Video showed slight growth from 11.5 to 11.6 million homes.
Further changes represented in the data include:
Apple TV : 2.6m UK homes (8.9%) had access to Apple TV in Q4, up from 2.5m UK homes (8.6%) in Q3
Paramount : 2.7m UK homes (9.1%) had access to Paramount in Q4, slightly down from 2.8m UK homes (9.4%) in Q3
Discovery : 3.1m UK homes (10.7%) had access to Discovery in Q4, slightly down from 3.2m UK homes (10.9%) in Q3
NOW: 2m UK homes (6.7%) had access to NOW in Q4, slightly down from 2.1m UK homes (7%) in Q3
Commenting on the report, Barb's head of insight, Doug Whelpdale, 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 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.
Meanwhile, the Netflix ad tier is now in almost 1m more homes than in Q3, while the Disney ad tier is now in 26% more homes than the last quarter. The majority of homes on these two services are still using the service without ads, so there is plenty of room for their ad tiers to grow.
Barb's data includes streaming services with a household penetration of more than 5 per cent.
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The report included an ad tier estimate for Netflix, Disney and Amazon
