November 5, 2018
Netflix is reportedly set to reach 10 million subscribers in the United Kingdom by the end of the year — about seven years after launching in the region, including Ireland. The U.K. was the subscription streaming video pioneer’s second international expansion after Canada in 2010.
Major sub drivers include recent Comcast acquisition Sky — the British satellite TV operator, which now affords direct access to Netflix for its Sky Q subs. And Virgin Media, with more than 30% of subs accessing Netflix through their set-top device, according to research firm MTM London.
MTM disclosed the data — based on an online survey of more than 3,000 respondents over the age of 16 – in its latest Screen Think report.
As expected, the data confirms the popularity of over-the-top video among younger consumers, with nearly 40% saying they look to Netflix, YouTube and Amazon Prime Video first when looking for video content.
“The … study provides a fascinating snapshot of a market in transition, demonstrating the significant impact of Netflix and other OTT video services in the U.K. market,” Jon Watts, managing partner at MTM, said in a statement.
Watts said U.K. broadcasters and pay-TV providers have upped their respective OTT video strategies and remain in a strong competitive position through streaming video products such as the BBC iPlayer, All4, the ITV Hub, My5 and Now TV.
“We’re clearly seeing signs of significant shifts in consumer attitudes [toward Netflix] and perceptions of quality, in terms of content, value for money and innovation,” he said.
Netflix ended its most-recent fiscal period with more than 130 million paid subscribers globally.