"One element of the Establishment Survey results that is always of interest is the number of UK households with access to a subscription video-on-demand (SVOD) service. This update for Q2 2021 shows that access has continued to increase since our last release. The number of UK households with a subscription to any SVOD service is now 18.8 million homes (66%), up from 17.4 million in Q3 2020.
All of the main services have seen growth, with market-leader Netflix increasing to 16.8m households in Q2 2021, up more than 1.5m since Q3 2020. Amazon Prime Video saw a larger growth in households than Netflix, increasing over 2.3m homes to 12.5m. The largest percentage-change in the market was from Disney+, which is growing from a smaller subscriber base than Amazon and Netflix, having launched in March 2020. In Q2 2021, Disney+ was available in 4.8m households, up 24% since last time. NowTV also increased, to 2.3m homes.
With the overall growth of 1.5 million homes lower than the aggregate growth for individual services, it’s also clear that more homes have multiple SVOD subscriptions. The proportion of homes with an SVOD service that subscribe to two or more services has risen to 65.3%, up from 58.3% in Q3 2020."
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