Number of Netflix, Amazon Prime, NowTV, Disney+ titles in the UK 2024, by type

Among the leading video-on-demand providers, Amazon Prime has the highest number of titles on offer in the United Kingdom (UK) as of February 2024. In total it offered over 16,000 titles, compared to Netflix’s 7,791. However, Netflix is the service with the most TV shows on offer, while movies is where Amazon Prime stands out with over 14,400 titles compared to Netflix’s 5,172

Netflix dominates video-on-demand market

Despite Amazon Prime’s large media library, Netflix has remained the better performing video-on-demand service in the United Kingdom. As of the third quarter of 2023, the platform had around 16.7 million subscribers, while Amazon Prime had 13 million. Having emerged in 1997 as the world’s first entertainment streaming service, Netflix has managed to stay ahead of its competitors. Today its strength lies in its original series content, many of which have gathered worldwide acclaim. By 2021, the platform commanded about 45 percent of audience demand among the leading streaming services in the UK when it came to original shows.

Variety leading to difficult choices for subscribers

A survey run in early 2018 shed some light on the reasons consumers use Netflix, Amazon Prime Video, and Now TV. The leading reasons for Netflix users included watching original series made by the provider and accessing exclusive content, while over half of Amazon Prime users cited free shipping, offered by Amazon through its general Prime bundle, as their main reason. While Netflix relies on its smaller, curated library which includes award-winning original series and movie content, Amazon makes up for this in number of titles as well as additional services such as music streaming and free shipping. With a variety of benefits on offer across video-on-demand providers in the United Kingdom, choosing just one has become increasingly difficult. It is no wonder that over half of subscribers surveyed in 2018 admitted to using two or more services.