The number of UK homes with a streaming service subscription saw a slight decrease in the final quarter of 2024. A total of 20 million UK homes (68.3%) subscribed to services including Netflix, Amazon Prime Video, and Disney+. This represents a minor dip from 20.1 million UK homes (68.8%) in Q2.
Barb data indicates continued growth for Netflix's ad-supported tier, reaching 4.7 million (16% of UK homes), a substantial increase from 3.8 million (13.1%) in Q3. Disney+'s ad tier also saw growth, reaching 1.5 million (5.2% of UK homes), up from 1.2 million (4.1%) in Q3. Amazon Prime Video's ad tier adoption stands at 87% of homes with access, totaling 11.6 million homes (39.4% of UK homes).
Doug Whelpdale, Head of Insight at Barb, commented: “The overall figures for Q4 2024 are largely flat compared to Q3. Looking at the three services with ad tiers, Amazon has the largest ad tier with 11.6m homes. With most Amazon homes on the ad tier this, this represented modest growth on Q3. But set against a modest decline in overall Amazon Prime video access, this would suggest newcomers to the service are taking the ad tier.”
Whelpdale further noted: “the majority of homes on Netflix and Disney+ are still using the service without ads, so there is plenty of room for their ad tiers to grow.”
Other notable figures include: 17.1m UK homes (58.2%) with Netflix access, 13.3m (45.5%) with Amazon Prime Video, 7.6m (26%) with Disney+, 2.6m (8.9%) with Apple TV+, 2.7m (9.1%) with Paramount+, 3.1m (10.7%) with Discovery+, and 2m (6.7%) with NOW.