Almost 70% of UK households subscribe to a streaming service
As marketers vie for consumer attention across a variety of platforms, Barb data finds 20.1 million UK households subscribe to at least one SVOD service.
As marketers continue to grapple with platform fragmentation, new data shows 20.1 million UK households – 67.5% of the country – now subscribe to at least one subscription video-on-demand (SVOD) service.
According to Barb’s 2025 Q1 Establishment Survey, this marks a slight rise from 20 million in Q4 2024.
Netflix remains the clear frontrunner, with 17.4 million UK homes (59.2%) subscribing as of Q1 2025. However, just 28% of Netflix homes, or around 4.8 million UK households, use the ad tier – up from 4.7 million in the previous quarter.
