The reach of VOD segments is shifting
Like in other developed markets, subscription video-on-demand (SVOD) is the most consumed streaming type in the UK, with Netflix and Amazon Prime Video being the most popular platforms. Data showed that over three in four people in the country had access to SVOD services in 2021, up from around two thirds in the previous year, highlighting the popularity of this video-on-demand segment.However, while the pandemic has accelerated this trend towards subscription-based services, the viewing time of SVOD content has fallen back to pre-pandemic times. At the beginning of 2020, UK consumers spent on average 80 minutes per day watching SVOD. While the average viewing time increased during the lockdowns, it dropped back to 80 minutes by mid-2021. Furthermore, despite SVOD being the winner of 2020, ad-supported services, especially those from local broadcasters, are catching up. Most popular in this segment is without doubt BBC’s iPlayer, with a steady monthly reach of around 60 percent recorded in the past years.
Local streaming options are increasingly popular
As a result of the ever-growing VOD market and the visible consumer preference for OTT content over linear TV, global players are placing increasing emphasis on local content to differentiate themselves and meet the rising international demand. Netflix, for instance, increased its number of original titles produced in the United Kingdom by over 100 in the period from 2016 to 2021. The streaming giant’s British portfolio includes, amongst others, Emmy Award winner “The Crown” and critically acclaimed TV show “Sex Education.” Additionally, local streaming services such as Now TV and BritBox could steadily increase their user base as well, showing even more that local streaming delivery is more important than ever before.
