6.5m UK Households Subscribed to Video Streaming ServicesAdded: Wednesday, March 23rd, 2016
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According to the recent survey, almost ¼ of British households subscribe to Netflix. Besides, it is known that Netflix acquired 1.4 million new subscribers in 2015 who wanted to watch popular series like House of Cards. Now Netflix accounts for more than 5m households, or 24% of the total, compared with a market share of 14% a year ago.
As such, Netflix is far ahead of its major rivals Sky’s Now TV and Amazon’s Prime Instant Video. The industry watchers point out that the company is continuing to grow faster than its peers. In the meantime, there are about 1.6m households subscribed to Amazon’s service in the United Kingdom, of which 300,000 joined the service in 2015. As for Sky’s Now TV, the service accounts for fewer than 1 million subscribers. Overall, over 6.5m UK households are signed up to some video-streaming service. It must be noted that the provided figures are based on survey data and do not 100% correlate with the number of Netflix subscriptions. However, they still reveal both the scale of Netflix’s reach in the country and its lead.
Two leaders at the market, Netflix and Amazon, actively invest in content designed to attract British viewers: Netflix’s big budget royal biopic The Crown costs £$140m, while Amazon reportedly spent $230m to secure the services of the ex-Top Gear presenters Richard Hammond, Jeremy Clarkson and James May.
It also turned out that 82% of Netflix users were only signed up to Netflix, while about 50% of Amazon and Now TV users were also subscribed to another provider. Sky’s Now TV is regarded as a response to growing interest in cheaper online video options. However, the broadcaster explained that the service was primarily aimed at people who would not sign up for a Sky subscription.
The researchers concluded that subscribers to Netflix and Amazon didn’t use them to replace traditional TV viewing, including pay TV. They believe that both Netflix and Amazon Prime subscribers are significantly more likely to be cable or Sky subscription homes than average. This conclusion doesn’t apply to Now TV, as this service is specifically targeted at the people who only have terrestrial services.
Anyway, the statistics showed that almost 20% of households that do not have a TV prefer to subscribe to some kind of a video-streaming service.
Wednesday, March 23rd, 2016No comments
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