Research |
Data : UK SVoD homes near 70 %
Barb has released data from its
Establishment Survey showing
that 20.1m UK homes ( 68.8 %)
had access to a subscription
video-on-demand ( SVoD ) service
in Q3 2024 . This is a slight
increase from 20m UK homes
( 68.7 %) in Q2 .
Barb has again shared an
advertising tier estimate for
Netflix , Disney + and Amazon .
The number of UK homes on the
Netflix ad tier continues to build ,
reaching 3.8m ( 13.1 %) up from
2.78m ( 9.5 %) in Q2 . The Disney +
ad tier averaged 1.2m ( 4.1 %)
up from 820k homes in Q2 . A
different approach to moving
homes to its ad tier means 86 % of
homes with Amazon Prime Video
access in Q3 are on the ad tier –
11.5m homes ( 39.3 %).
Netflix : 17.3m UK homes ( 59 %)
had access to Netflix in Q3 2024
up from 17.1m UK homes ( 58.6 %)
in Q2 .
Amazon Prime Video : 13.4m
UK homes ( 45.9 %) had access to
Amazon Prime Video in Q3 down
from 13.7m UK homes ( 46.7 %)
in Q2 .
Disney +: 7.5 UK homes ( 25.7 %)
had access to Disney + in Q3 down
from 7.6m UK homes ( 26.1 %) in
Q2 .
Apple TV +: 2.5m UK homes
( 8.6 %) had access to Apple TV +
in Q3 up from 2.4m UK homes
( 8.3 %) in Q2 .
Paramount +: 2.8m UK homes
( 9.4 %) had access to Paramount +
in Q3 flat from 2.8m UK homes
( 9.7 %) in Q2 .
Discovery +: 3.2m UK homes
( 10.9 %) had access to Discovery +
in Q3 flat from 3.2m UK homes
( 11.1 %) in Q2 .
NOW : 2.1m UK homes ( 7 %) had
access to NOW in Q3 up from
1.98m UK homes ( 6.8 %) in Q2 .
Doug Whelpdale , Head of
Insight at Barb said : “ After
strong growth in Q1 and Q2
it was perhaps inevitable that
the growth in homes accessing
subscription VOD services would
slow . The overall number of
homes accessing at least one
SVoD service remained above
20 million , but the number with
more than two services dipped
to below 14 million homes .
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Suggesting viewers continue
to remain wary of economic
turbulence .
“ This stability in overall
subscriber numbers further
demonstrates why services
are exploring other avenues
to continue revenue growth .
While Amazon is likely to be the
biggest ad tier for some time ,
it ’ s interesting to see the growth
of the Netflix ad tier towards 4
million homes and Disney + past
1 million homes . With darker
evenings and the festive season
on the horizon the number of ad
tier homes for Netflix and Disney
seems likely to grow .”
Barb ’ s viewing data shows
how new titles and library
programming combine to drive
time spent with these streaming
services .
Study : Rising concerns over streaming costs
Almost two-thirds of UK
consumers are concerned
about the rising cost of monthly
streaming subscriptions ,
according to the latest EY
Decoding the digital home
study , which surveyed 2,500 UK
consumers on their attitudes
towards technology , media and
telecoms experiences in the home .
The study indicates that
consumer anxiety about rising
monthly subscription costs
increased from 57 % in 2023 to
62 % in 2024 . Despite this , nearly
half ( 48 %) of consumers express
a willingness to pay a premium
for the convenience of content
aggregation on a single platform –
a rise from 36 % in 2023 .
Consumers cancelling platform
subscriptions has also become a
feature of the streaming market
in recent years . This year , 31 %
of household respondents , on
average , have cancelled in the last
12 months or plan to cancel at
least one streaming subscription
service , in line with last year .
Decisions to cancel are primarily
driven by the need to cut costs
( 50 %) and watching the service
less than before ( 15 %). It is worth
noting though that a third are
resubscribing to one or more
services they previously cancelled
– a finding that underlines
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the importance of streaming platforms ’ “ win-back ” strategies .
As households grapple with financial mindfulness , 34 % are considering more economical broadband options , and 47 % are open to ad-supported streaming services for lower subscription rates .
While performance continues to be a key driver in broadband purchasing decisions , the reliability of networks , particularly in urban areas , is a significant concern for consumers , with almost one-quarter ( 23 %) of household respondents still experiencing unreliable home internet , despite ongoing network upgrades . Households are seeking more credible service promises , higher perceived value , and greater convenience , emphasising the importance of trusted brands in the digital home sector .
While the appeal for aggregating connectivity , content and home technology is growing , consumers are also prepared to take more radical steps in search of higher value . 5G mobile is increasingly becoming a substitute for traditional home broadband , with one-third ( 33 %; up from 29 % in 2023 ) of households prepared to make the switch , provided their mobile connection can offer the same level of performance .
Rob Atkinson , EY UK & Ireland managing partner for Technology , Media and Telecoms , said : “ In a landscape where people are closely monitoring their finances , our latest findings reveal a complex picture of consumer behaviour in the UK . Despite a tangible anxiety over the escalating costs of digital services , there is a pivot towards premium offerings .”
“ The year-on-year increase in the pursuit of premium streaming offerings , especially among those in their mid-thirties to midforties , highlights a sophisticated consumer base that values not just price , but the richness and convenience of their digital lifestyle .”
“ Simultaneously , the broadband market is witnessing a demographic shift , with younger users leading provider switches . Providers must
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simplify the switching process
and communicate value
effectively ; particularly as older
demographics prioritise network
quality and pricing transparency .
This nuanced consumer behaviour
underscores the need for tailored
engagement and service assurance
to maintain and grow customer
bases in a cost-conscious era .”
Concerns over the effects of
digital usage on people ’ s mental
health are on rise , with the
concept of a ‘ digital detox ’ gaining
traction over recent years . Thirtyeight
per cent of all respondents
often consider the negative impact
of being online on their own wellbeing
and 41 % of UK households
are concerned about the levels of
screentime in their home These
worries are more pronounced
among younger users , with 47 % of
18-34 year olds saying that being
online is more of a hindrance .
“ It ’ s becoming increasingly
clear that our online habits have
a profound impact on our mental
health and overall well-being ,”
added Atkinson . “ This year ’ s
survey reveals a concerning
trend , with more than a third
of respondents acknowledging
the adverse effects of digital
consumption on their personal
well-being .”
“ As the conversation
around digital well-being gains
momentum and smartphone bans
for children become a focal point
of public discourse , it ’ s imperative
for service providers to reflect
on these insights and establish
a stance that resonates with and
supports the needs of today ’ s
families ,” he asserted .
Research : UK viewers ‘ overwhelmed by choice ’
TiVo has found that UK users
are overwhelmed by the rising
amount of video providers , adding
to increased viewer irritation
when deciding what to watch .
According to the latest 2024
TiVo Video Trends Report : UK ,
only 16 % of viewers know what
they want to watch when they
start browsing , resulting in ‘ habit
browsing ’ for the majority of
viewers .
With more streaming
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