Ampere Analysis has published a profile of the UK TV market which reveals SVoD services are becoming increasingly popular.
The profile says that at the end of 2017 as many as 60 per cent of UK internet users have a subscription to one or more of the SVoD services.
It also suggests pay-TV, commercial and public broadcast channels are "beginning to lose relevance" for certain groups, particularly younger viewers. The profile says 18-24 year-olds are 25-30 per cent less likely to watch free channels from the BBC or ITV than the average viewer.
Ampere estimates that Netflix has already saturated the market for 18-24 year-olds, stabilising at nearly 70 per cent uptake within this group. It says Sky is now attempting to appeal to this group via investments in high-end scripted content, and promotion of NOW TV, but "at 9 per cent SVoD market share, and competing with Netflix's large global (mostly English-language) commissioning budgets, the journey is an uphill struggle."