News & Views

Barb, the industry’s standard for understanding what people watch, has released data from its Establishment Survey showing that 20.6m UK homes (69.7%) had access to a subscription video-on-demand (SVOD) service in Q4 2025. This is slightly up from 20.5m UK homes in Q3 2025.

The service-level subscriptions data are as follows:

• Netflix: 18.0m UK homes (60.9%) had access to Netflix in Q4 2025, up from 17.6m in Q3. In Q4 2025, 38% of Netflix homes were on its ad tier (an increase from 35% in the previous quarter): 6.9m UK homes (23.3%), up from 6.1m.
• Amazon Prime Video: 13.8m UK homes (46.5%) had access to Amazon Prime Video in Q4 2025, up from 13.6m in Q3. Due to a different approach to moving homes to its ad tier, in Q4 2025, 87% of Amazon Prime Video homes were on its ad tier, on a par with the previous quarter: 11.9m UK homes (40.3%), up from 11.8m.
• Disney+: 7.6m UK homes (25.8%) had access to Disney+ in Q4 2025, up slightly from 7.5m in Q3. In Q4 2025, 35% of Disney+ homes were on its ad tier (an increase from 30% in the previous quarter): 2.6m UK homes (8.8%), up from 2.3m.
• Paramount+: 3.5m UK homes (11.8%) had access to Paramount+ in Q4 2025, up from 3.3m in Q3.
• Discovery+: 3.4m UK homes (11.3%) had access to Discovery+ in Q4 2025, up from 3.2m in Q3.
• Apple TV: 3.0m UK homes (10.1%) had access to Apple TV+ in Q4 2025, up from 2.8m in Q3.
• NOW: 2.0m UK homes (6.9%) had access to NOW in Q4, flat on Q3.

Doug Whelpdale, Head of Insight at Barb said:

“While overall SVOD subscriptions remain flat, the much-discussed finale of Stranger Things helped Netflix to add 440k homes in the final quarter of 2025, making it its third-best quarter since Establishment Survey fieldwork recommenced post-lockdown in Q3 2021.

“Disney+ and Netflix ad-tiers continue to grow. They are up 73% and 47% respectively on last year, but this is a slight slowing of year-on-year growth from last quarter as it becomes more difficult to recruit new ad-tier subscribers.”