According to data from BARB’s Establishment Survey for Q2 2022, the number of UK households with access to an SVOD fell from 19.57 million in the previous quarter to 19.19 million – a decline of almost 2%.
Netflix, Amazon Prime Video and NOW all saw quarterly declines in the number of UK homes with access to their services. Amazon Prime Video lost the largest share of its UK base, with the number of UK households with access to the service falling from 13.35 million to 12.76 million – a decline of 4%. The number of Netflix households decreased from 17.29 million to 17.08 million (losing just over 1%) while NOW households fell from 2.13 million to 2.07 million (losing almost 3%).
In contrast, Disney+ and AppleTV+ experienced small quarterly gains, with Disney+ reaching 6.62 million UK homes (up from 6.53 million) and Apple TV+ reaching 1.61 million UK homes (up from 1.57 million).
Justin Sampson, BARB’s Chief Executive, 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.”
BARB says The Establishment Survey enables it to “understand the characteristics of UK households, part of ensuring that its daily reporting of television audiences is representative of the whole population.”.