Premier League matches and the rugby Autumn Nations Cup helped Amazon attract almost half of new SVoD sign ups during the final quarter of 2020.
According to Kantar, Amazon Prime secured 49.1 per cent of new SVoD sign-ups in the UK during Q4, followed by Netflix with 16.8 per cent and Disney Plus with 15.0 per cent/
The analysts suggest 53.3 per cent of British households are now Prime members, an increase of almost 2 million households during the year. They also found 16.7 million of British households had at least one SVoD subscription by the end of 2020.
Dominic Sunnebo, SVP at Kantar, Worldpanel Division, said: “Amazon Prime Video continues to benefit from being integrated with Prime Membership. In addition to increasing overall Prime membership, Amazon also saw an increase in the proportion of Prime members using Prime Video, rising to 62.6 per cent up from 60.5 per cent the previous quarter.
“Amazon’s increasing focus on live sports continues to pay big dividends, with the Rugby Autumn internationals playing a significant role in attracting new users, as well as the return of live football. The combination of football/rugby/tennis acted as the catalyst for more than 1 in 4 new subscribers over the quarter. The Boys continues to perform well for Amazon, showing as the #4 most enjoyed SVoD title during Q4.”