The data from Barb’s latest Establishment Survey found 68.7% of UK homes had access to a SVOD service in the second quarter of 2024, up slightly from 67.9% in the previous quarter.

The number of homes with two or more services also rose to 14m ( 48%) for the first time, according to Barb.

Netflix was the most popular streaming service in the UK, with 17.1m homes having access – 58.6% – up from 16.7m the previous quarter.

The number of UK homes on the Netflix advertising tier continued to build, reaching 2.78m homes ( 9.5%) from 2.12m ( 7.4%) in the first quarter of the year.

Amazon Prime Video accounted for 13.7m UK homes ( 46.7%) in the second quarter, up from 13m ( 45.3%) in Q1.

Disney+ had 7.6m UK homes ( 26.1%), around the same as the previous three months, with 820,000 homes opting for its advertising tier.

Apple TV+ had 2.4m UK homes ( 8.3%), with Paramount+ accounting for 2.8m ( 9.7%), Discovery+ on 3.2m UK homes ( 11.1%) and NOW with 1.98m ( 6.8%).

Doug Whelpdale, head of insight at Barb, said: “More than 20m UK homes have access to an SVOD service for the first time since Barb began collecting data in 2014. This figure is 1.25m higher than in Q2 2023 – a 6.6% increase.

“The challenge will be to maintain this momentum. Q3 2024 will be a key test to see if the pure-play VOD services can avoid the plateaus of the last three years, but 2024 appears to be going well for these services so far.”