Decline in Household Subscriptions: Netflix and Amazon Experience Dips
UNITED KINGDOM — The second quarter of 2023 brought a decrease in household subscribers for both Netflix and Amazon Prime Video, as indicated by data released by the television audience measurement organization, Barb.
According to the figures, Netflix’s reach in households dropped from 59% in the first quarter to 57.7% in the second quarter of 2023.
Similarly, Amazon Prime Video experienced a more modest decline, falling from 44.9% to 44% during the same period.
On the other hand, Disney+ managed to make a minor gain, achieving a penetration rate of 25.2% in the second quarter of 2023, compared to 24.8% in the previous quarter.
The adoption of Now and Apple TV+ remained consistent, with a stable 7.1% household penetration for Now and 6.6% penetration for Apple TV+ in both quarters of this year.
Barb introduced Paramount+ to its subscription video on demand (SVOD) offerings this month. The service made its presence felt in 5.9% of UK households during the second quarter of 2023.
Taken as a whole, the data demonstrates that 65.9% of households in the UK had access to a subscription video on demand (SVOD) service during the second quarter of this year.
