News & Views

Barb releases Q2 2025 SVOD subscriptions data

11 September 2025

Barb, the industry’s standard for understanding what people watch, has released data from its Establishment Survey showing that 20.6m UK homes (69.7%) had access to a subscription video-on-demand (SVOD) service in Q2 2025. This is an increase from 20.1m UK homes in Q1 2025.

The service-level subscriptions data are as follows:

  • Netflix: 17.6m UK homes (59.6%) had access to Netflix in Q2 2025, up slightly from 17.4m in Q1. In Q2 2025, 31% of Netflix homes were on its ad tier (an increase from 28% in the previous quarter): 5.5m UK homes (18.7%), up from 4.8m.
  • Amazon Prime Video: 13.7m UK homes (46.6%) had access to Amazon Prime Video in Q2 2025, up slightly from 13.4m in Q1. Due to a different approach to moving homes to its ad tier, in Q2 2025, 87% of Amazon Prime Video homes were on its ad tier, on a par with the previous quarter: 12.0m UK homes (40.8%), up slightly from 11.7m.
  • Disney+: 7.6m UK homes (25.7%) had access to Disney+ in Q2 2025, up slightly from 7.3m in Q1. In Q2 2025, 28% of Disney+ homes were on its ad tier (an increase from 23% in the previous quarter): 2.1m UK homes (7.1%), up from 1.7m.
  • Paramount+: 3.3m UK homes (11.0%) had access to Paramount+ in Q2 2025, up slightly from 3.1m in Q1.
  • Discovery+: 3.0m UK homes (10.3%) had access to Discovery+ in Q2 2025, down slightly from 3.1m in Q1.
  • Apple TV+: 2.7m UK homes (9.3%) had access to Apple TV+ in Q2 2025, level with Q1.
  • NOW: 1.9m UK homes (6.3%) had access to NOW in Q1, up slightly from 1.8m in Q1.

 
Doug Whelpdale, Head of Insight at Barb said:

“With almost all services showing quarterly growth, close to half a million more homes now have an SVOD service than in Q1.

“Strong quarterly growth from the Netflix and Disney+ ad tiers, alongside smaller overall growth, may suggest that existing users are moving from ad-free to ad-supported subscriptions, particularly as our data suggest limited churn between Q1 and Q2.”

NOTE TO EDITORS:
Streaming services with a household penetration of more than 5% are reported.

Caution should be applied when comparing Barb’s sample-based numbers to audited numbers published by the SVOD services. Respondent recall of access to these services is subject to some uncertainty – this could occur where the respondent is not the subscriber in the household, or the service is provided in a package with other services.