The latest Establishment Survey from Barb indicates that the UK SVOD (Subscription Video on Demand) market has essentially plateaued in the third quarter of 2025. The survey shows that 20.5 million homes (69.5%) subscribe to at least one subscription service, which is a slight decrease from 20.6 million in the second quarter. However, growth is still being fueled by ad-supported tiers, suggesting that the market is nearing saturation.
Netflix continues to dominate the market, reaching 17.6 million homes (59.5%), a figure that remained unchanged from the previous quarter. The platform's ad tier is expanding, now available in 6.1 million homes (20.8% of all TV homes, 35% of Netflix homes), compared to 5.5 million and 31% respectively in Q2.
Amazon Prime Video is present in 13.6 million homes (46.0%), a slight drop from 13.7 million. Barb reports that 87% of Prime Video homes use the ad tier, remaining stable at 11.8 million homes as Amazon fully integrates its advertising-driven plans.
Disney+ experienced a minor decrease to 7.5 million homes (25.4%) from 7.6 million, but its ad tier continues to grow. Ad-supported access has risen to 2.3 million homes (7.6%), around 30% of its base, up from 28% in Q2. Barb emphasizes that the tier has almost doubled in size year-on-year.
Among other platforms, Paramount+ remains stable at 3.3 million homes (11.1%), Discovery+ has slightly increased to 3.2 million homes (10.7%), Apple TV+ has grown to 2.8 million homes (9.6%), and NOW has increased to 2.0 million homes (6.8%).