Netflix's household take-up in the United Kingdom (UK) quarterly 2014-2024
Netflix continues to dominate the UK streaming landscape, with 17.3 million households subscribing to the service in the third quarter of 2024. This marks a significant increase from 16.7 million subscribers in the same period of the previous year, demonstrating the platform's enduring popularity despite fierce competition in the video-on-demand landscape.
Netflix's competitors
While Netflix remains the leading subscription video-on-demand service in the UK in terms of customer numbers, Amazon Prime Video boasts the largest content library among major SVOD platforms, with over 42.6 thousand hours of content available as of May 2024. However, when it comes to market share based on user interest, Netflix still holds the top spot, edging out providers such as Amazon Prime Video, Disney+, and Apple TV+.
Demographic preferences
Interestingly, streaming preferences vary across age groups. Among viewers aged 65 and above, Amazon Prime Video is the preferred choice in the UK for 36 percent, while Netflix captures one-third of this demographic. This contrasts with the overall market dominance of Netflix, suggesting that older audiences may have different content preferences. The generational divide in streaming habits is further illustrated by data from Flanders in Belgium, where millennials show a slightly higher Netflix usage rate compared to Gen Z, both significantly outpacing older age groups.
