The figures show only a slight increase in SVOD subscribers in the UK in the three months to September 2024 to 20.1m homes, from 68.7%, or 20m homes, in the second quarter.

Netflix was present in 59% of UK households, a slight increase from the previous quarter, and its advertising tier rose from 9.5% to 13.1% of households compared with the previous quarter.

Amazon Prime Video was in 45.9% homes, down from 46.7% in the second quarter, and 86% of homes with Amazon Prime Video access in the third quarter are on the advertising tier.

Disney dropped from 26.1% of UK households to 25.7%, with its advertising tier at 4.1% of all households.

Apple TV+ was in 8.6% of UK households, up from 8.3% in the second quarter of the year, while 9.4% had access to Paramount+ in the third quarter, compared with 9.7% in the previous quarter.

Discovery+ was in 10.9% of homes, from 11.1%, and NOW was in 7% had access to NOW in Q3 up from 6.8% in Q2.

Doug Whelpdale, head of insight at Barb, said: “After strong growth in Q1 and Q2 it was perhaps inevitable that the growth in homes accessing subscription VOD services would slow.

“This stability in overall subscriber numbers further demonstrates why services are exploring other avenues to continue revenue growth. With darker evenings and the festive season on the horizon, the number of ad tier homes for Netflix and Disney seems likely to grow.”