Video on demand (VoD) spans subscription services, advertising-supported viewing and related streaming categories. The statistics below make the geography, period, population and measurement method explicit, from UK household penetration to TV-screen usage in the United States and Mexico.
Key Video on Demand Statistics
These highlights summarize the most useful measures across adoption, viewing, economics and audience behavior:
- In Q1 2025, 68% of UK households received at least one SVoD service, including paid subscriptions and free trials.
- In Q1 2025, Netflix was present in 17.4 million UK households.
- Between Q1 2015 and Q1 2025, UK household penetration of any SVoD service rose from 20% to 68%.
- In 2023, SVoD and AVoD accounted for 14% of total in-home video viewing in the UK.
- In 2023, UK SVoD and AVoD viewing reached 38 minutes per day across all individuals.
- In 2023, Netflix, Amazon Prime Video and Disney+ represented 95% of UK SVoD and AVoD viewing.
- In June 2024, streaming accounted for 40.3% of total US TV usage.
- In June 2024, Netflix accounted for 8.4% of total US TV usage.
- In July 2024, streaming reached 41.4% of US TV viewing, with Olympic coverage affecting the period.
- In Q4 2023, Netflix reported 80.13 million paid memberships in the United States and Canada.
- In Q4 2023, Netflix reported 88.81 million paid memberships in Europe, the Middle East and Africa.
- In fiscal 2024, Disney+ domestic average monthly revenue per paid subscriber was $7.89.
- In Q1 2025, 28% of UK Netflix subscribers used the Standard with Ads tier.
- In Q1 2025, 23% of UK Disney+ subscribers used an ad-supported tier.
- In 2024 survey reporting, 6% of UK adults reported unsubscribing from Amazon Prime in the previous three months.
- In 2024 survey reporting, 14% of UK households said they downgraded their Netflix subscription in the past year.
- In June 2024, Bridgerton generated 9.3 billion US viewing minutes.
- In June 2024, streaming represented 17.6% of TV consumption in Nielsen’s 28-city Mexico study.
Contents
- Household reach and subscription adoption
- Viewing time, devices and audience behavior
- Platform shares and streaming trends
- Subscription revenue and subscriber economics
- Cancellations, ad tiers and consumer decisions
- Markets and major titles
Video on Demand Statistics: Household Reach and Subscription Adoption
Ofcom’s Media Nations 2025 – UK Report uses the Barb Establishment Survey for household penetration. The measure includes paid subscriptions and free trials, so it should not be read as an audited count of paying accounts.
| UK household measure | Period | Result |
|---|---|---|
| Any SVoD service | Q1 2025 | 68% |
| Netflix | Q1 2025 | 17.4 million households |
| Amazon Prime Video | Q1 2025 | 13.4 million households |
| Disney+ | Q1 2025 | 7.3 million households |
| At least one of Netflix, Amazon Prime Video or Disney+ | Q1 2025 | 67% |
| All three named services | Q1 2025 | 19% |
Source: Media Nations 2025 – UK Report. The top-three grouping does not cover every VoD service.
The longer Barb series shows how adoption changed over a decade. Any-SVoD household penetration rose from 20% in Q1 2015 to 68% in Q1 2025, while Netflix rose from 16% to 59% and Amazon Prime Video from 4% to 46% over the same period; some 2020–21 quarters have no data.
Disney+ household penetration was 25% in Q1 2025. These figures describe UK households rather than unique individuals, and the series uses Barb’s household definitions.
Video on Demand Viewing Time, Devices and Audience Behavior
In the UK, SVoD and AVoD accounted for 14% of total in-home video viewing in 2023, equivalent to 38 minutes per day for all individuals. Viewing grew 6% year over year in 2023, according to Media Nations: UK 2024.
- Netflix, Amazon Prime Video and Disney+ represented 95% of UK SVoD/AVoD viewing in 2023.
- TV sets accounted for 84% of all UK in-home video viewing in 2023, across all video categories.
- The share of UK SVoD/AVoD time watched via TV sets rose from 81% in 2022 to 85% in 2023.
- UK people aged 25–34 watched SVoD/AVoD for 65 minutes per day in 2023, representing 28% of their total in-home video time.
Source: Media Nations: UK 2024. The measure covers Barb viewing across TV sets and other devices on home Wi-Fi.
Related online video is distinct from SVoD. UK people aged 16–24 spent 1 hour 33 minutes per day on video-sharing platforms in 2023, and those platforms represented 46% of their total in-home video time; this is a separate category rather than a measure of VoD-service viewing.
Video on Demand Platform Shares and Streaming Trends
Nielsen’s The Gauge measures viewing through television screens, so its streaming share is not equivalent to internet streaming across every device. In the United States, streaming accounted for 40.3% of total TV usage in June 2024, up 6% from May and gaining 1.5 percentage points of share.
| US TV-screen measure | Period | Result |
|---|---|---|
| Total streaming share | June 2024 | 40.3% |
| Netflix share of total TV usage | June 2024 | 8.4% |
| YouTube share of total TV usage | June 2024 | 9.9% |
| Disney+ month-over-month usage change | June 2024 vs May | 14.8% increase |
| Netflix month-over-month usage change | June 2024 vs May | 11.8% increase |
| Total streaming share | July 2024 | 41.4% |
| YouTube share of total TV usage | July 2024 | 10.4% |
Sources: Time Spent Streaming Surges to Over 40% in June, the Highest Share of TV Usage in the History of Nielsen’s The Gauge and July Exhibits Rare Upswing in TV Viewing, Amplified by Streaming and First Days of Summer Olympics, according to Nielsen’s The Gauge. Olympic coverage affected the July 2024 period.
Video on Demand Subscription Revenue, Pricing and Subscriber Economics
Company reporting uses its own regions, fiscal periods and definitions. Netflix memberships are not necessarily unique people, while average revenue per membership is an estimate derived from streaming revenue and average memberships for the period.
| Netflix reporting segment | Paid memberships, Q4 2023 | Streaming revenue, Q4 2023 |
|---|---|---|
| United States and Canada | 80.13 million | $3.931 billion |
| Europe, Middle East and Africa | 88.81 million | $2.784 billion |
| Latin America | 46.00 million | Not supplied |
| Asia-Pacific | 45.34 million | Not supplied |
Netflix reported $16.64 average revenue per membership per month in the United States and Canada in Q4 2023. Source: Netflix Q4 2023 Shareholder Letter.
Disney reported fiscal-year average monthly revenue per paid subscriber of $7.89 domestically in the United States and Canada and $6.60 internationally, excluding Disney+ Hotstar, in fiscal 2024. Source: The Walt Disney Company Fiscal Year 2024 Annual Report.
Video on Demand Cancellations, Ad Tiers and Consumer Decisions
Ad-supported plans became a larger part of the UK subscription mix between 2024 and 2025. Barb and Ofcom reporting put Netflix’s Standard with Ads tier at 28% of UK Netflix subscribers in Q1 2025, compared with 13% in Q1 2024.
- In Q1 2025, 23% of UK Disney+ subscribers used an ad-supported tier, compared with 7% in Q1 2024.
- An Ampere estimate reported by Ofcom put Netflix’s UK ad-tier use at 15% of its user base at the end of June 2024.
- In 2024 survey reporting, 6% of UK adults said they had unsubscribed from Amazon Prime in the previous three months.
- In the same reporting, 4% said they had unsubscribed from Netflix and 4% from Disney+ in the previous three months.
- 14% of UK households said they downgraded their Netflix subscription in the past year.
- In the Ofcom VoD Survey 2025, 36% of UK adults taking Netflix said they did so to watch content unavailable elsewhere.
Source: Further findings from our latest look at the UK’s media habits. The cancellation and downgrade results are self-reported survey measures, not audited churn or subscriber counts; the ad-tier estimates use provider-specific user or subscriber definitions.
Video on Demand Statistics Across Markets and Major Titles
The available market measures are not directly interchangeable. Nielsen’s Mexico figures are early representative-subsample estimates, while the US title figures are platform-specific viewing minutes measured through Nielsen’s streaming-content methodology.
| Market or title measure | Period | Result |
|---|---|---|
| Streaming share of TV consumption, Mexico | June 2024 update | 17.6% |
| Linear television share of TV consumption, Mexico | June 2024 update | 51.6% |
| Mexico representative subsample | June 2024 | 450 households |
| Mexico laboratory panel | 2021 onward | 200 broadband homes initially |
| Bridgerton, United States | June 2024 | 9.3 billion viewing minutes |
| Your Honor, United States | June 2024 | 7.5 billion viewing minutes |
| The Boys, United States | June 2024 | 4.0 billion viewing minutes |
| House of the Dragon, United States | June 2024 | 3.4 billion viewing minutes |
| House of the Dragon, United States | July 2024 | 4.7 billion viewing minutes |
| Bluey, United States | July 2024 | 4.3 billion viewing minutes |
| The Boys, United States | July 2024 | 4.2 billion viewing minutes |
Nielsen’s Mexico study covered 28 cities in its June 2024 update, using a 450-household representative subsample that the company said would be strengthened to 900 homes. Its initial laboratory panel contained 200 broadband homes across Mexico City, Guadalajara and Monterrey, so these results are not a complete national population estimate.
Sources: The Gauge Mexico evolves to offer insights from a more accurate streaming measurement, Time Spent Streaming Surges to Over 40% in June, the Highest Share of TV Usage in the History of Nielsen’s The Gauge and July Exhibits Rare Upswing in TV Viewing, Amplified by Streaming and First Days of Summer Olympics, according to Nielsen’s The Gauge.