According to Kantar’s latest Entertainment on Demand report, Amazon Prime Video remains the UK’s most popular streaming service for the fifth quarter running.
The insights company reports that during Q3 2021, Amazon garnered a 41.2 per cent share of new British SVoD subscribers, well outpacing its rivals such as Disney Plus (17.7 per cent), NOW (11.2 per cent) and Netflix (10.6 per cent).
Kantar partly attributed Amazon’s on-going popularity to its acquisition of sporting rights. “Its content investments across sports and localised content continues to pay off as it diversifies its content range into top-tier football and tennis,” said the analysts.
“This quarter, subscribers tuned in to see the latest adventures on Clarkson’s Farm and to enjoy Amazon originals such as Nine Perfect Strangers. All of this has led Amazon Prime Video to experience an increase in satisfaction for the number of new release films, new content and value for money.”
In total, between June and September 2021, the number of VoD-enabled households that subscribed to at least one video service in Great Britain remained stable at 16.7 million, representing 57 per cent of households.
Commenting on the research, Beth Shears, global client manager at Kantar, Worldpanel Division, said: “We know that Netflix performs well when it comes to word of mouth, as it has the highest proportion of new subscribers who say they spoke to friends/family or tested the service with them prior to sign up. However, data collected to the end of September shows Amazon Prime Video remained #1 for growth.
“Many streaming services have had a busy quarter, particularly those with sports rights agreements who harnessed opportunities with major tournaments such as the delayed 2020 UEFA European Football Championship and the Tokyo 2020 Olympic Games. As we look towards the end of 2021, it will be interesting to see which of these titans can make the biggest impact on new subscriber shares in Q4.”