Continued appetite for streaming video-on-demand (SVOD) services such as Netflix, Amazon prime and Disney+ has seen the number of UK households with access surge past 19m, according to the latest figures from the Broadcasters Audience Research Board (Barb).
The television measurement organization has been charting the rise of streaming services via its Establishment Survey, which found that penetration in the fourth quarter stood at 19.1m homes (or 66.9% of households), up from 18.7m and 65.8% respectively in the prior quarter.
Disney+ posted the most significant quarterly gain, jumping 5% quarter to quarter to reach 5.5m homes despite saturation fears. The market leader remains Netflix, however, which streamed within 16.8m homes in the quarter – a small increase from 16.7m in the previous three months, but proof that peak Netflix hasn’t quite arrived yet.
Amazon Prime Video meanwhile continues to make slow and steady progress, rising from 12.5m to 12.6m homes over the same period. This surprisingly uniform rate of growth also benefitted NowTV, which rose from 2m to 2.1m.
Justin Sampson, Barb’s chief executive said: ”Last November, we took a big step forward when we upgraded our daily audience reporting to include SVOD and video-streaming services. As well as reporting the total time spent watching these services, we deliver audience ratings for programs on Amazon Prime Video, Disney+ and Netflix. This is the first time audiences for streaming services are being reported with all the hallmarks of a joint-industry measurement system: independence, objectivity and transparency.”
One key finding from the latest report is the number of households rocking multiple SVOD subscriptions, with those paying for access to two or more services jumping to 12.4m homes (43.3%) in Q4 2021, up from 12.3m homes (43.1%) in Q3.
Barb only recently began tracking SVOD and social video views as part of a major measurement overhaul.