Subscription Video-on-Demand (SVOD) Penetration in the UK Homes: First Quarter of 2025 (paraphrased)

Subscription Video-on-Demand (SVOD) Penetration in the UK Homes: First Quarter of 2025 (paraphrased)

Streaming the Nation: SVOD Services in the UK

More than ever, Brits are ditching the old-fashioned TV for the cozy confines of their favorite video-on-demand (SVOD) platforms. According to the latest figures from Barb, a whopping 67.5% of UK homes had access to an SVOD service during the first quarter of 2025. That translates to a staggering 20.1 million homes!

The Big Players

Netflix reigns supreme, with 17.4 million UK homes (or 59.2%) tuning in. Amazon Prime Video comes in a close second, boasting 13.4 million subscribers (45.7%) and 87% of Prime Video homes opting for the ad-free tier.

Disney+ saw a smaller slice of the pie with 7.3 million UK homes, or 24.8%, while just 23% of Disney+ homes went for the ad-supported option. Meanwhile, Discovery+ and Paramount+ snagged 3.1 million subscribers each (10.6% and 10.5% of households, respectively).

Surprisingly, Apple TV+ and NOW saw the largest quarter-on-quarter growth. Apple TV+ doubled its subscriber base, arriving in some 2.7 million UK homes (9.1% of homes), and NOW maintained its presence in around 1.8 million UK homes (6.2%). However, NOW was the only service to witness a decline in penetration from the previous quarter.

Image courtesy of Oscar Nord on Unsplash

Breaking Down the Numbers

Netflix's gigantic player status leads the SVOD market, followed closely by Amazon Prime Video. Disney+ faces a slight dip, while Discovery+ and Paramount+ consistently maintain their ground. Although Apple TV+ and NOW show impressive growth, specific numbers remain elusive.

To determine each service's market share, we consider the total number of SVOD-subscribing households, which stands at 20.1 million. Based on the provided numbers, Netflix and Amazon Prime Video account for a combined 66.2% of households. The market share calculation for other services, such as Disney+, Discovery+, Paramount+, Apple TV+, and NOW, remains incomplete due to missing data or overlapping subscriptions.

Accurately calculating market share requires considering unique subscribers and overlapping subscriptions. Since some households subscribe to multiple platforms, the calculation needs to take this factor into account. With more comprehensive data, we'll get a clearer picture of the SVOD landscape in the UK.

Advertising opportunities on SVOD services are substantial, given that Netflix, Amazon Prime Video, Disney+, Discovery+, Paramount+, Apple TV+, and NOW collectively reach over 20.1 million UK homes. As technology advances, entertainment platforms are increasingly exploring new avenues for partnerships, such as promoted content or innovative ad formats.

To remain competitive, streaming services may need to leverage technology to create personalized advertising experiences, catering to audience preferences and viewing habits, thereby driving viewer engagement and increasing revenue potential.

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