News & Views

Barb releases Q3 2025 SVOD subscriptions data

11 November 2025

Barb, the industry’s standard for understanding what people watch, has released data from its Establishment Survey showing that 20.5m UK homes (69.5%) had access to a subscription video-on-demand (SVOD) service in Q3 2025. This is a slight dip from 20.6m UK homes in Q2 2025.

The service-level subscriptions data are as follows:

  • Netflix: 17.6m UK homes (59.5%) had access to Netflix in Q3 2025, flat from Q2. In Q3 2025, 35% of Netflix homes were on its ad tier (an increase from 31% in the previous quarter): 6.1m UK homes (20.8%), up from 5.5m.
  • Amazon Prime Video: 13.6m UK homes (46.0%) had access to Amazon Prime Video in Q3 2025, down slightly from 13.7m in Q2. Due to a different approach to moving homes to its ad tier, in Q3 2025, 87% of Amazon Prime Video homes were on its ad tier, on a par with the previous quarter: 11.8m UK homes (39.9%), down from 12.0m.
  • Disney+: 7.5m UK homes (25.4%) had access to Disney+ in Q3 2025, down slightly from 7.6m in Q2. In Q3 2025, 30% of Disney+ homes were on its ad tier (an increase from 28% in the previous quarter): 2.3m UK homes (7.6%), up from 2.1m.
  • Paramount+: 3.3m UK homes (11.1%) had access to Paramount+ in Q3 2025, flat from Q2.
  • Discovery+: 3.2m UK homes (10.7%) had access to Discovery+ in Q3 2025, up from 3.0m in Q2.
  • Apple TV+: 2.8m UK homes (9.6%) had access to Apple TV+ in Q3 2025, up slightly from 2.7m in Q2.
  • NOW: 2.0m UK homes (6.8%) had access to NOW in Q1, up slightly from 1.9m in Q1.

 
Doug Whelpdale, Head of Insight at Barb said:

“With overall SVOD subscriptions largely flat, it’s interesting to see continued growth for the ad tiers of Disney+ and Netflix. Compared to a year ago, the Disney+ ad tier has almost doubled in size, while that for Netflix has increased by 60%. They are, respectively, just under and just over a third of subscribers to each service.”

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.