According to the latest Barb Establishment Survey, the number of UK households with access to Subscription Video-on-Demand (SVoD) services reached 20.1 million in the first quarter of 2025. This figure represents 67.5% of all UK homes, marking a slight increase from 20 million homes recorded in the final quarter of 2024.
Netflix remained the leading SVoD platform in the UK. It was available in 17.4 million homes in Q1 2025, up from 17.1 million in Q4 2024. Out of these, 28% were subscribed to the ad-supported tier, equating to 4.8 million homes. This is a marginal increase from 4.7 million in the previous quarter.
Prime Video was accessible in 13.4 million homes, up slightly from 13.3 million in Q4 2024. A significant portion 87% of these homes were on Prime Video’s ad-supported tier, translating to 11.7 million homes. This is a modest rise from 11.6 million in the previous quarter.
Disney+, in contrast, saw a decline in household reach. In Q1 2025, 7.3 million UK homes (24.8%) had access to the service, down from 7.6 million in Q4 2024. However, its ad-supported tier gained traction. 1.7 million homes (23% of Disney+ subscribers) were using this tier, compared to 1.5 million homes in the previous quarter. Discovery+ maintained stable figures, reaching 3.1 million homes (10.6%), consistent with Q4 2024.
Paramount+ reported the highest growth among all platforms. It expanded to 3.1 million homes (10.5%) in Q1 2025, up from 2.7 million in Q4 2024 an increase of 430,000 households. This marks a 16% growth quarter-on-quarter and a 19% rise year-on-year. The surge has been linked to the popularity of 1923, as well as the availability of Yellowstone series 1–4 on Netflix, which may have prompted viewers to switch to Paramount+ to continue the series. Apple TV+ also saw a small increase, rising from 2.6 million homes in Q4 2024 to 2.7 million in Q1 2025, now reaching 9.1% of UK households.
NOW experienced a decline. It was available in 1.8 million UK homes (6.2%) in Q1 2025, down from 2 million homes in the previous quarter. Barb’s survey also found that more UK households are subscribing to multiple streaming services. For the first time since Q2 2024, the number of homes with two or more SVoD services increased, reaching almost 14.1 million homes. This indicates a renewed interest in stacking services, reversing a previous downward trend.
Doug Whelpdale, Head of Insight at Barb, said, “20.1 million UK homes accessed at least one pure-play VoD service in Q1 2025, showing continued stability in the market. The number of homes with two or more services grew for the first time since Q2 2024, reaching a new high watermark of almost 14.1 million homes.” He further explained the rise in Paramount+ users, “Paramount+ was the service with the largest growth in the absolute number of homes, adding 430k over the quarter to stand +16 per cent on Q4 2024 and +19 per cent on Q1 2024. The latest series of 1923 was a notable content release for the service in Q1, but another factor may be the release of Yellowstone series 1-4 on Netflix at the end of January. During Q1, series five of Yellowstone accounts for five of the top ten most-viewed programmes on Paramount+ that were not new releases. Potentially those viewing on Netflix went on to join Paramount+ to find out what happens at the end of the series.”