Barb has released its latest SVoD subscription data.
Findings from the Barb Establishment Survey show that 20.6 million homes in the UK had access to at least one subscription video-on-demand (SVoD) service in the second quarter of 2025, an increase from 20.1 million in Q1.
The survey showed Netflix led the way, with 17.6 million homes (59.6 per cent) having access to the service in Q2, an increase from 17.4 million in the previous quarter. The number of homes on the streamer’s ad tier also rose from Q1’s 4.8 million to 5.5 million, representing 31 per cent.
Amazon Prime Video took second place at 13.7 million homes, a slight increase over Q1’s figure of 13.4 million. Following a chance in its approach to moving homes to its ad tier, Amazon reported 87 per cent on its ad tier in Q2, 12.0 million against Q1’s figure of 11.7 million.
Also up slightly, Disney+ had 7.6 million UK homes in Q2, up from last quarter’s 7.3 million and representing 25.7 per cent. The company increased its ad tier share from 1.7 million to 2.1 million, a 23 per cent jump.
Paramount+ saw a slight increase to 3.3 million but Discovery+ was slightly down on the quarter, showing 3.0 million against the previous figure of 3.1 million.
Additional figures included Apple TV+ at 2.7 million and NOW reaching 1.9 million.
Doug Whelpdale, head of insight at Barb, commented, “With almost all services showing quarterly growth, close to half a million more homes now have an SVOD service than in Q1. Strong quarterly growth from the Netflix and Disney+ ad tiers, alongside smaller overall growth, may suggest that existing users are moving from ad-free to ad-supported subscriptions, particularly as our data suggest limited churn between Q1 and Q2.”
