SVOD sees decline in UK

The UK’s economic crisis may be hitting subscription streaming services, with the number of households with access to an SVOD service declining. 

According to the latest Establishment Survey from the Broadcasters Audience Research Board (BARB), 19.19 million UK homes (67% of households) had access to an SVOD service, a decrease of 382,000, or almost 2%, from 19.57 million in Q1 2022.

Netflix, Prime Video and Now all lost subscribers during the period. Prime Video was the biggest loser, with 589,000 subscribers (4% of its total) cutting the service between Q1 and Q2 with a total of 12.76 million homes (45%). Netflix meanwhile lost just over 1% (206,000) of its UK base for a total of 17.08 million homes (60% of the total homes). Sky-owned Now meanwhile dropped by almost 3% (64,000) to end Q2 with a total of 2.07 million homes.

By contrast, a strong content offering from Disney+ and Apple TV+ saw both streamers increase their UK base. 6.62 million homes (23%) had Disney+ in Q2, up by 91,000. Apple TV+ was up 43,000 in the quarter to 1.61 million homes in Q2.

Justin Sampson, BARB CEO, said: “Our latest data confirm other sources which have reported declining subscription levels for SVOD services during the first half of 2022. We don’t ask households why they choose to add or drop subscriptions, although the sharp increase in energy prices in March/April must have been a catalyst for people to review all their monthly outgoings. The numbers we report today show SVOD services aren’t immune as households work hard to make ends meet.”