Barb, the audience measurement and television ratings organisation, has released data from its Establishment Survey showing that 20.6 million UK homes (69.7 per cent) had access to a SVoD service in Q2 2025. This is an increase from 20.1 million UK homes in Q1 2025. The service-level subscriptions data are as follows:

• Netflix: 17.6 million UK homes (59.6 per cent) had access to Netflix in Q2 2025, up slightly from 17.4 million in Q1.
  • In Q2 2025, 31 per cent of Netflix homes were on its ad tier (an increase from 28 per cent in the previous quarter): 5.5 million UK homes (18.7 per cent), up from 4.8 million.
• Prime Video: 13.7 million UK homes (46.6 per cent) had access to Prime Video in Q2 2025, up slightly from 13.4 million in Q1.
  • Due to a different approach to moving homes to its ad tier, in Q2 2025, 87 per cent of Prime Video homes were on its ad tier, on a par with the previous quarter: 12 million UK homes (40.8 per cent), up slightly from 11.7 million.
• Disney+: 7.6 million UK homes (25.7 per cent) had access to Disney+ in Q2 2025, up slightly from 7.3 million in Q1.
  • In Q2 2025, 28 per cent of Disney+ homes were on its ad tier (an increase from 23 per cent in the previous quarter): 2.1 million UK homes (7.1 per cent), up from 1.7 million.
• Paramount+: 3.3 million UK homes (11 per cent) had access to Paramount+ in Q2 2025, up slightly from 3.1 million in Q1.
• Discovery+: 3 million UK homes (10.3 per cent) had access to Discovery+ in Q2 2025, down slightly from 3.1 million in Q1.
• Apple TV+: 2.7 million UK homes (9.3 per cent) had access to Apple TV+ in Q2 2025, level with Q1.
• NOW: 1.9 million UK homes (6.3 per cent) had access to NOW in Q1, up slightly from 1.8 million in Q1.

Doug Whelpdale, Head of Insight at Barb, commented: “With almost all services showing quarterly growth, close to half a million more homes now have an SVoD service than in Q1. Strong quarterly growth from the Netflix and Disney+ ad tiers, alongside smaller overall growth, may suggest that existing users are moving from ad-free to ad-supported subscriptions, particularly as our data suggest limited churn between Q1 and Q2.”

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Categories: Articles, Consumer Behaviour, Premium, Research, VOD

Tags: BARB, Disney, netflix, Prime Video, UK