UK SVOD subscriptions decline but Netflix ad tier nears 1.5 million

An overview of the subscription video-on-demand (SVOD) numbers in the UK.

The total number of UK homes with access to subscription video-on-demand (SVOD) decreased by almost two percentage points (from 19.3 million to 18.8 million) in the last quarter of 2023, per the latest Establishment Survey from BARB. 

For the first time, BARB released the estimated number of UK households on the Netflix ad tier, at 1.45 million. New titles and library programming are the main divers for time spent with major SVOD services in the UK.

Netflix’s ad-supported tier currently has more than 23 million monthly active users globally, an eight million increase from November 2023, and is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands