Netflix’s “Baby Reindeer” emerged as the most-watched streaming series in the U.K. for Q2 2024, even as the overall market shed 300,000 subscribers, according to Kantar’s latest Entertainment on Demand report.
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Despite the market contraction, Disney+ managed to secure the top spot for new streaming subscriptions in the U.K. during the second quarter, while Apple TV+ experienced a notable decline. The Mouse House’s streamer captured 19% of new sign-ups, propelled by the release of “Grey’s Anatomy” Season 20 and sustained interest in the historical drama “Shogun.” Meanwhile, Apple TV+ fell to fourth place with a 12% share, ending its six-month streak at the summit.
Prime Video bounced back from a soft first quarter to claim the second position, largely due to the popularity of “Clarkson’s Farm” Season 3. The farming docuseries was the second most-enjoyed title across Great Britain, trailing only “Baby Reindeer.”
Warner Bros. Discovery’s platforms (TNT/EuroSport/Discovery+) climbed to third place, with sports content driving 25% of new subscriptions – a 12-month high for the company.
In a noteworthy shift, “Star Trek” overtook “Yellowstone” for the first time in over a year as the franchise most important in attracting new subscribers to Paramount+. However, this wasn’t enough to prevent a decline in the platform’s market share. Paramount+ continues to grapple with subscriber advocacy issues, maintaining a negative Net Promoter Score for the past 12 months.
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The total number of British households with at least one paid streaming service dropped to 19.5 million, reflecting the loss of 300,000 subscribers from Q1. Only 8% of the British population signed up for a new video-on-demand service in Q2, marking the lowest acquisition rate in a year.
The report also noted increasing acceptance of ad-supported tiers, with 47% of British streamers now willing to accept ads for a cheaper service, up from 42% 18 months ago.
Netflix maintained its stronghold on content discovery, with 53% of subscribers choosing the platform as their first destination when seeking new shows to watch.
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