Netflix ad tier reaches 44% of UK homes as HBO Max launches, Barb data shows
· 21h ago · Originally reported by PPC Land
Barb measurement data shows Netflix's ad-supported plan grew by 800,000 UK homes in a quarter, reaching 44% of its 18.3 million UK households. HBO Max debuted with 3.1 million UK homes. Total SVOD homes across the market rose by just 290,000, suggesting slower overall streaming growth.
Why it matters
Ad-tier penetration is a key signal for advertisers weighing streaming inventory, and Barb's figures give UK buyers independent verification of reach rather than platform-reported numbers.
Explain it like I’m new here
It's like a cinema finding that more people are choosing the cheaper ticket that includes ads, while a new cinema opens nearby but the total number of moviegoers barely grows.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
SVOD
SVOD (subscription video on demand) is streaming video paid for by a recurring subscription, traditionally without ads, such as the ad-free tiers of Netflix or Disney+.
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