In the latest edition of its Establishment Survey, UK audience measurement company Barb has revealed that both Netflix and Disney+ saw significant increases in people signing up for the advertising tiers during Q3 2026.
During the quarter, 44 per cent of Netflix homes were on its ad tier (an increase from 41 per cent in the previous quarter), equating to 8.1 million UK homes (27 per cent), up from 7.3 million.
Disney+ saw an increase of 40 per cent of homes on its ad-tier, or 3.9 million (13 per cent), up from 3.6 million the previous quarter.
Meanwhile, HBO Max joined the survey for the first time, with Barb reporting it in 3.1 million UK homes (10 per cent).
Overall, 21.0 million UK homes (71 per cent) had access to a subscription video-on-demand (SVoD) service in Q3 2026, said Barb, a slight increase from 20.7 million UK homes in Q2 2026.
