More than half (50.5%) of UK homes had a subscription to at least one of Netflix, Amazon Prime Video or Now TV in Q4 2019, a majority of homes for the first time, according to the SVoD Report 2020 from the Broadcasters' Audience Research Board (BARB).
The report shows that a total of 14.3 million UK households had one of these SVoD services in Q4 2019, up 16 percent or 2 million homes from a year earlier. Amazon Prime Video saw growth of 35 percent to 7.1 million homes, with Netflix homes up 20 percent to 12.4 million.
Of these total UK SVoD homes, just over 42 percent take more than one service as of Q4 2019, with the proportion of homes taking only one service continuing to fall. For example, the proportion of homes with Netflix as their only service has dropped to 44.9 percent, from almost two-thirds in Q4 2015. Netflix has not lost these customers, but instead these homes have added other SVoD services.
The most popular combination for SVoD homes in the UK is Netflix and Amazon, with almost 1 in 3 now having both these services, up from 9 percent of SVoD homes in Q4 2015. Furthermore, 6 percent of total SVoD homes now take all three services.
