The proportion of UK homes with an SVoD subscription passed 50 per cent for the first time in Q4 2019, according to BARB.
The company has updated its online trackers to reveal that 50.5 per cent of UK households now hold a subscription to at least one of Netflix, Amazon Prime Video or Now TV.
The trackers show that 14.27 million UK homes have access to at least one of these services, 600,000 more homes than in Q3 2019, representing a 4.4 per cent increase.
Netflix remains the largest service with 12.35 million homes subscribed, a year-on-year growth of almost 20 per cent.
Amazon Prime Video is the fastest-growing service with 7.14 million homes subscribed, a year-on-year growth of 35 per cent.
Meanwhile 21 per cent of UK homes (6.03 million) now subscribe to two or more SVoD services, up 1.72 million year-on-year.