U.K. Remains Netflix’s No. 2 Subscriber Market

The United Kingdom was Netflix’s second international market launch in 2012 following Canada in 2010. Through the first quarter 2020, the U.K. now represents slightly more than 13 million Netflix subs — second-largest behind North America with 69.9 million.

New data from Broadcasters’ Audience Research Board found that Netflix’s appeal in the U.K. after eight years remains strong, with the SVOD pioneer upping its sub base 13.4% from 11.46 million in 2019. Amazon Prime Video upped it sub base 32% to nearly 7.9 million homes, while Sky’s Now TV is found in 1.6 million homes.

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In Q4 2019, the proportion of homes with at least one SVOD subscription was 50.5%, a majority of homes for the first time. That percentage now tops 53% at 15 million. The percentage of homes with at least two services reached 24%, or 6.67 million homes.

Netflix and Amazon saw similar levels of growth in the number of households that subscribe to their services,” BARB wrote in a statement. “Amazon’s increase represents a larger year-on-year percentage growth versus Netflix’s due to Amazon’s lower number of household subscribers.”

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Report: Multiscreen Data Changing TV Viewership Numbers

The final season of “Game of Thrones” set weekly viewership records for both the series and HBO network. Much of that data is attributed to how consumers have changed watching TV from a live event to on-demand and over-the-top streaming video.

New analysis from nonprofit Broadcasters’ Audience Research Board (BARB) in the United Kingdom contends traditional “overnight” viewership data represents only part of the picture. Indeed, displacement viewing has made tracking data correctly more complicated.

BARB suggests that on average people watch 29.3 daily minutes of time-shifted TV content, which results in a 15% uptick in overnight viewership. Sometimes that margin is even greater.

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Live viewing for the first episode of reality series “Shipwrecked” on Jan. 28th was watched by 219,000 people. But the 7-day viewership tally ballooned to 685,000.

TV viewership isn’t limited to the television anymore, thanks to TV Everywhere apps.

“Love Island” gained 27% incremental viewing from non-TV devices, while “Family Guy” viewership increased 8%. Nonetheless, as a whole, non-TV set devices add less than 2% to TV set viewing, according to BARB.

The report found that 1.15 million people watched the second episode of “Save Me” via Sky On Demand pre-broadcast. This was more than half of the total broadcast audience of 2.19 million. This trend increased throughout the series, with the final episode watched by 83% of viewers via Sky On Demand pre-broadcast.

BARB believes re-examining viewership trends is doubly important among the younger demo. Ad-supported YouTube and SVOD services such as Netflix and Amazon Prime Video remain the top challengers to pay-TV.

The report suggests that in 2018, unidentified viewing accounted for 48 daily minutes for all individuals, rising to 71 minutes for 16-34-year-olds.

BARB believes that for television to become a more efficient, targeted and digital-like medium, content and distribution need to be more vertically integrated.

“In this future, new measurement opportunities may complement the data offered by BARB through the likes of set-top box data. A more digital-like television future offers the opportunity to deliver precision at scale,” read the report.

Trusted and accurate measurement remains essential to accountability, planning and optimization, and increasingly so in a world where we see displacement, fragmentation and disruption.

“Ultimately, we need to understand the value that each [viewer] exposure drives for advertisers. The outcomes are what are important; measurement allows us to link exposure to value,” said BARB.

“The industry must come up with a measurement solution enabling better understanding of viewing patterns across all screens and channels. This is still some years away, even in the most advanced markets.”

Amazon Prime Video U.K. Grew Faster Than Netflix in 2017

Amazon Prime Video grew its subscriber base 11% in the United Kingdom in 2017, compared to 9% sub growth for rival Netflix, according to recent data from ratings firm Broadcasters’ Audience Research Board (BARB).

The firm said Prime Video ended the year with 4.3 million subs, compared to 8.1 million for Netflix. Prime Video ended 2016 with 3 million subs, compared to 6.5 million for Netflix.

Prime Video, which is included in the annual Prime membership, together with Netflix and Now TV accounted for 10.2 million combined subscribers – which trails multiplatform pay-TV operator Sky with 12 million subs.

Sky’s broadband-based Now TV has about 1.5 million subscribers.

Rick Broughton, analyst with Ampere Analysis in London, told The Guardian Prime Video has attracted subs by melding enhancements in ecommerce with upticks in original content spending on programs such as “The Grand Tour,” sports rights to ATP Tennis and future “Lord of the Rings” TV series.

“Amazon is making big strides to invest in content, but it is still not close to the extent of the Netflix originals slate and it doesn’t yet have the same brand perception for TV as Netflix does,” Broughton said. “If Amazon continue to invest at the rate they are … bundling it with the general attractiveness of Amazon Prime, there is a good chance they could catch up in the future.”