Netflix’s ad-supported tier has been a hit in the UK, attracting almost 60% of new subscribers in Q3 2023, according to Kantar’s Entertainment on Demand (EoD) study. The figure aligns with the 5.1 million additions between July and September, as confirmed by the streamer in its financial results released last Thursday. While this growth outpaces forecasts, it marks the smallest subscriber gain for Netflix in over a year.
Kantar’s findings indicate that Disney+ achieved the highest growth of new subscribers in Q3, holding onto the top position for the second quarter in a row. This surge can be attributed to Emmy Award wins for its prominent shows, “The Bear” and “Shogun,” along with vigorous promotional activities. These included collaborations with UK brands like Lloyd’s Bank and Tesco, as well as a compelling £1.99 for three months offer. In contrast, Netflix’s overall subscriber growth remained essentially unchanged compared to the previous quarter.
AppleTV+ claimed third place in terms of new subscription share, driven by strong viewership for the third season of “Slow Horses.” However, “The Boys” on Prime Video and “House of the Dragon” on NOW were the most popular shows in Q3. A significant one in three subscribers to Sky-owned NOW opted for the service specifically for the HBO-produced show.
Currently, 19.6 million British households have at least one paid video streaming service, representing a 77,000 increase compared to Q2 2024. On the free side of the market, Tubi launched its ad-supported streaming service in the UK on July 2nd. While there was no discernible impact on subscription services, Kantar observed overlap with existing rivals like Pluto TV and Freevee. Both services experienced a decline in active viewers since Tubi’s arrival, hinting at a fierce competition for screen time. A notable 48% of Tubi viewers also utilize Pluto TV, while the crossover with Freevee sits at 35%.