Barb Q3 report: UK SVOD homes stable while ad tiers for Netflix and Disney+ rise

In the latest survey from Barb, it’s been found that the number of UK households with subscription video on demand services has stayed steady in Q3 of 2025, with about 20.5 million homes, which is around 69.5%, having at least one subscription. While the overall numbers are relatively flat, there has been growth in the ad-supported tiers, indicating that the market might be reaching a point of maturity.

Netflix continues to dominate the field, with 17.6 million homes (59.5%) tuning in, which is the same as last quarter. Interestingly, their ad-supported tier is also increasing, now reaching 6.1 million homes (20.8% of all TV homes, 35% of Netflix homes), up from 5.5 million in the previous quarter.

Amazon Prime Video is also popular, present in 13.6 million homes (46.0%), which is a small decrease from the previous quarter, but still a significant number. Barb notes that 87% of Prime Video users are on its ad-supported tier, which remains stable at 11.8 million homes.

Disney+ saw a slight drop to 7.5 million homes (25.4%) from 7.6 million, but its ad-supported tier is on the rise. Around 2.3 million homes (7.6%) now access Disney+ with ads, up from 28% in the previous quarter, showing significant growth year-over-year.

In addition to these major players, Paramount+, Discovery+, Apple TV+, and NOW are also making strides in the UK market, with steady or growing numbers of households subscribing to their services. It’s clear that streaming entertainment is a key part of many UK households’ viewing habits, with a variety of options to choose from depending on personal preferences.