UK SVOD subscriber trends: who is buying and how many subs

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UK SVOD subscriber trends: who is buying and how many subs

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UK SVOD subscriber trends: who is buying and how many subs
With a raft of new streaming services about to hit, there remains a question as to the appetite for multiple subscriptions
Pay-TV subscribers continue to be more likely to take SVOD services—especially when they are distributed on their set-top boxes—however the average number of services per household is well below one
Greater variety and quality of services will likely increase the average number of subscriptions but given the siloing nature of these services, Netflix’s incumbency, library and distribution are its strength; new entrants will battle for a supplementary role


The average number of streaming subscriptions per household is less than one

In households that take at least one SVOD subscription, the average remains low at ~1.6

Multiple subscriptions are dominated by the Netflix/Amazon combination

87% of SVOD households have Netflix, but growth is slowing

Distribution on pay-TV platforms is invaluable for subscriber growth for SVODs

Paid-for television is expanding but is increasingly becoming a world of overlapping footprints

List of charts/tables

Figure 1: Av. number of SVOD services per household by main platform

Figure 2: Number of UK SVOD households and average number of subs

Figure 3: SVOD homes by number of subscriptions Figure 4: Overlap between SVOD households, Q2 2019 (m) Figure 5: UK household SVOD penetration Figure 6: Netflix UK Y0Y subscriber growth Figure 7: SVOD subscriptions and SVOD households, YoY growth Figure 8: Netflix penetration across platforms Figure 9: Amazon Prime Video penetration across platforms Figure 10: Sky subscriber main TV box type Figure 11: Overlap between TV households, Q2 2019 (m)