The UK Television Landscape Report

Subscription VOD households

3 December 2020

As of Q3 2020, it is possible within the Establishment Survey to use a wider definition of household access to SVOD services, which includes non-subscription usage such as a trial period or a short-term pass. The chart reflects this wider definition for Q3 2020 onwards; earlier quarters retain the previous definition.

The proportion of UK homes with access to an SVOD service grew to 61.9% in Q3 2020, passing 17.5 million for the first time. This was an increase of over 2.5 million homes since data were last available in Q1.

Individual services also continued to increase, with Netflix growing to 15.2m homes, up 29% year-on-year. Amazon Prime Video increased to over 10m homes, a 59% increase on Q3 2019. Both leading providers have added over 3m homes since Q3 2019. NowTV also grew year-on-year, by just over 20%.

These annual growth figures are enhanced by the addition of those homes with non-subscription access. Like for like increases versus Q3 2019 would have been: Netflix +26%, Amazon +49% and Now TV +5.4%.

Another reason that the number of homes with at least one subscription is increasing is that the Establishment Survey now includes new services. The largest of these is Disney+, which launched in March 2020 and is now available in 3.9 million homes.

For a look at Q3 2020 that uses a like for like definition with earlier quarters, please see our press release here.

Note: Due to the COVID-19 pandemic and the suspension of face-to-face interviewing, BARB Establishment Survey data were not produced for Q2 2020. Q3 2020 data are based on fieldwork conducted when interviewing resumed in August and September.