In its latest look at the UK streaming market, Kantar has revealed the number of homes with a subscription to at least one streaming service rose between April and June 2023.
According to the company’s latest Entertainment on Demand (EoD) data, 19.97 million households held at least one VoD service, representing 68 per cent of households.
That’s a rise in numbers from Q1 2023 when the figure was 16.1 million households.
The research also found 7 per cent of British households took out a new streaming subscription in the second quarter of 2023, up from 5 per cent a year earlier.
Commentating on the study’s findings, Dominic Sunnebo, global business unit and commercial director, Kantar Worldpanel said, “We observe that Netflix has showed resilience in the face of changing industry dynamics, but households are diversifying their content preferences, exploring offerings from other streaming services like Apple TV+ and Disney+.
“With the cost of living crisis showing little sign of abating, it’s those services that can demonstrate the most value that are likely to emerge as clear winners.”
