BARB: Netflix and Amazon Prime see UK penetration drop in Q2

Netflix and Amazon Prime Video saw drops in penetration fo UK homes in the second quarter, with other streamers doing modestly better, according to UK audience research outfit BARB.

BARB has released data from its Establishment Survey showing that 65.9% of UK households had access to a subscription video-on-demand (SVOD) service in Q2 2023.

Netflix and Amazon Prime Video saw quarterly drops in household penetration levels of their services. Some 57.7% of homes had access to Netflix in Q2 2023, down from 59.0% in Q1, while 44.0% of homes had access to Amazon Prime Video in Q2 2023, down from 44.9% in Q1.

According to BARB, Sky-owned Now remained level, with 7.1% UK household penetration in Q1 and Q2 2023, as did Apple TV+, with 6.6% penetration in both quarters.

Disney+, by contrast, saw a slight gain, with 25.2% penetration in Q2 2023, up from 24.8% in Q1.

BARB has added data for Paramount+ to its SVOD total for the second quarter, for the first time. The service was present in 5.9% of UK households in Q2 2023.