51% of UK households have at least one paid video on demand subscription

"The proportion of UK homes with a subscription to at least one of Netflix, Amazon Prime Video or NOW TV passed 50 per cent for the first time in Q4 2019, standing at 50.5 per cent.
27 million UK homes access at least one of these services, a quarter-on-quarter increase of almost 600,000 homes (4.4 per cent) since Q3 2019.
Netflix remains the largest service with 12.35 million homes subscribed, a year-on-year growth of almost 20 per cent.
Amazon Prime Video is the fastest growing service year-on-year, increasing by just over 35 per cent versus Q4 2018 to 7.14 million homes.
NOW TV saw almost 8 per cent year-on-year growth, bringing it to 1.69 million UK homes in Q4 2019 (although it experienced an 8 per cent quarter-on-quarter drop from 1.84 million in Q3 2019).
In Q4 2019, 6.03 million UK homes (21 per cent of homes) subscribed to two or more SVoD services, up 1.72 million year-on-year."
Source:  Advanced Television, 20th February 2020