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Prime Video was the most popular paid streamer for new subscribers over the Summer months, according to the latest figures from BARB.
Across July, August and September, the service added 700,000 additional homes, taking its subscriber base from 13.6 million UK homes to 14.3 million.
Netflix remained the market leader with 18.3 million homes, up from 18.0 million on the previous quarter – of which 8.1 million (44%) were on an ad-supported tier.
Disney+ had a modest increase from 8.9 million to 9.0 million, while Discovery+ dropped 100,000 to 3.6 million.
Paramount+ was flat at 4.0 million, Apple TV rose 300,000 to 3.1 million and NOW remained flat at 2.0 million. Making its debut in the BARB ratings, HBO Max registered in 3.1 million UK homes.
Doug Whelpdale, BARB’s head of insight, said: “HBO Max has joined Barb’s SVOD tracker for the first time. 3.1m UK homes report access to the service. That figure is comparable to the 3.9m homes that had Disney+ when it joined the tracker in Q3 2020.
“Disney+ surpassed 9m homes for the first time this quarter – something for HBO Max to aim for over the next six years.”
The number of UK households with access to any form of paid streamer hit 21.0 million in the period – a record figure.
