The number of homes subscribing to a premium streaming service in the UK has declined in the last three months of the year, according to official stats from ratings organisation Barb.
- Total of 18.8 million UK homes subscribed to major streaming service.
- Netflix, Prime Video, Disney+ all down on previous quarter
Barb’s latest establishment survey confirms the number of homes subscribing to one of the main streaming services declined in the three months up to the end of December.
That’s despite the period often associated with an increase in homes taking out a subscription to enjoy extra entertainment over the festive season.
According to Barb, the number of UK homes subscribing fell from 19.3 million homes to 18.8 million homes, that’s 65.4% of all households.
The survey reports on all subscription streaming services with a market share of more than 5%. That means that services like ITVX Premium or Channel 4+ aren’t included.
Streaming platforms performance
Quarter on quarter performance (Q4 versus Q3 2023). UK homes only.
Netflix
16.3 million homes (56.7% of homes) had access to Netflix. Down from 16.7 million/58.2%.
Prime Video
12.4 million homes (43.1%) had access. Down from 13 million (45.3%).
Disney+
7.3 million homes (25.6%) had access. Down from 7.6 million (26.7%).
Apple TV+
1.98 million homes (6.9%) had access. Down from 2.2 million (7.8%).
Paramount+
1.99 million homes (6.9%) had access. Up from 1.93 million (6.7%).
NOW
1.82 million homes (6.4%) had access. Down from 1.9 million (6.5%).
Source: Barb Establishment Survey
Some households will subscribe to multiple services
With the cost of living continuing to cause tough decisions in some households, subscription services face a fierce battle against free services.
Barb also revealed that it estimates 1.45 million homes now access Netflix’s cheaper ad-funded tier.
Reviewing the data, Doug Whelpdale, Head of Insight at Barb, commented:
“The latest data from our Establishment Survey show access to pure-play VoD services dropped slightly in Q4 last year. The proportion of homes with two or more services also slipped back compared to Q3, dipping from 13.3 million (46.4 per cent) to 12.8 million (44.7 per cent) in Q4. As they continue to battle it out in the UK viewing ecosystem, the festive period proved a competitive time. Families may have prioritised festive spending at a time when the broadcaster offering is strong. And mostly free.”
The Barb Establishment Survey figures are unique as they focus on the UK. In contrast, the figures reported by Netflix and its other global competitors relate to all countries they operate in. As a result, any headline international growth figure will mask reductions in subscriber numbers in the UK.
The downturn in viewers willing to subscribe to a subscription streaming service also highlights the tough task ahead for ITV and Channel 4. Both are actively trying to entice viewers to sign up to their premium/ad-free streaming packages.
Marc Thornham