Barb Q4 2025 SVOD Subscriptions Data Released

Barb, the go-to source for tracking what people are watching, has shared some interesting data from its recent survey. In the last quarter of 2025, 20.6 million UK households (that’s 69.7%) had a subscription to a video streaming service, a small increase from the previous quarter.

Let’s take a closer look at the numbers:

– Netflix had the highest number of subscribers with 18.0 million households (that’s 60.9% of UK homes) tuning in. A chunk of these households – 38% to be exact – were on Netflix’s ad tier, totaling 6.9 million homes.
– Amazon Prime Video followed closely behind, with 13.8 million households (46.5%) having access to it in Q4 2025. Of these homes, 87% were on the ad-supported tier, totaling 11.9 million households.
– Disney+ saw a rise in subscribers, with 7.6 million households (25.8%) enjoying its content. And 35% of these households were on the ad-supported tier, totaling 2.6 million homes.
– Other services like Paramount+, Discovery+, Apple TV+, and NOW also had their share of subscribers, each adding to the diverse streaming landscape in the UK.

Doug Whelpdale, Head of Insight at Barb, noted that while the overall number of streaming subscriptions remained steady, Netflix experienced a significant boost in the last quarter of 2025, thanks to the much-anticipated final season of “Stranger Things.” This quarter marked Netflix’s third-best since they resumed tracking viewer habits post-lockdown in 2021.

Additionally, both Disney+ and Netflix have seen a rise in ad-supported tier subscribers, showing a 73% and 47% increase, respectively, compared to the previous year. However, this growth rate has slightly slowed down from the previous quarter, indicating a possible saturation point in recruiting new ad-supported subscribers.

This data gives us valuable insights into the streaming habits of UK households and how the competition among streaming services continues to evolve.