In the latest iteration of its Establishment Survey, Barb reports that 20.1 million UK homes (67.5 per cent) had access to a subscription video-on-demand (SVoD) service in Q1 2025.
This is a slight increase from 20 million UK homes in Q4 2024, said the company.
The report also reveals how UK subscribers are beginning to embrace the global streaming services’ advertising tiers.
It says that in Q1 2025, 28 per cent of Netflix homes were on its ad tier, which equates to 4.8 million UK homes, slightly up from 4.7 million in Q4 2024.
Due to a different approach to moving homes to its ad tier, in Q1 2025, 87 per cent of Amazon Prime Video homes were on its ad tier: 11.7 million UK homes, slightly up from 11.6 million in Q4 2024.
Almost a quarter of Disney+ subscribers are using its AVoD tier, (23 per cent). It saw the biggest increase in terms of number of homes, up from 1.5 million in Q4 2024 to 1.7 million in Q1 2025.
Speaking about the report, Doug Whelpdale, head of insight at Barb said: “20.1 millon UK homes accessed at least one pure-play VoD service in Q1 2025, showing continued stability in the market. The number of homes with two or more services grew for the first time since Q2 2024, reaching a new high watermark of almost 14.1 million homes.
