Some 20 million UK homes (68%) had access to a subscription video-on-demand (SVOD) service in Q2 2024, rising from 19.5 million (67.9%) the previous quarter.

Revealed as part of Barb’s ‘Establishment Survey’, this marked the highest number of streaming household recorded to date, with almost six in ten (58.6%) or 17.1 million UK homes having access to Netflix, up from 16.7 million (58%) in Q1.

Data on the streaming giant’s ad-supported tier showed that it had also continued to grow, reaching 2.78 million (9.5%), up from 2.12 million (7.4%) on the previous quarter.

As part of the research, Barb additionally shared data on Disney+’s ad-supported tier for the first time — which, now in its eighth month averaged in 820,000 homes across the quarter.

Netflix’s closest rival is still Amazon Prime Video, which had a presence in 13.7 million homes (46.7%), followed by Disney+ (7.6 million or 26.1%) and Apple TV (2.4 million or 8.3%).

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

Further down the food chain, 2.8 million homes (9.7%) had access to Paramount +, 3.2 million homes had Discovery + (11.1%), and 1.98 million homes (6.8%) had Now.

“More than 20m UK homes have access to an SVOD service for the first time since Barb began collecting data in 2014. This figure is 1.25m higher than in Q2 2023 – a 6.6% increase. The number of homes with two or more services also topped to 14m (48%) for the first time.,” said Barb head of insight, Doug Whelpdale.

“Building on strong growth in Q1 all services on the tracker saw a quarterly increase in the number of homes with access. Netflix added just under 0.9m homes since Q4 2023, while Amazon gained almost 1.3m in the first half of 2024.”

He continued: “The challenge will be to maintain this momentum. Q3 2024 will be a key test to see if the pure-play video-on-demand services can avoid the plateaus of the last three years, but 2024 appears to be going well for these services so far.”