Fifth of UK broadband homes use Netflix

Some 18% of UK broadband households used subscription video-on-demand service Netflix in the past 30 days, according to new research from Parks Associates.

The study claims that a total of 58% of UK broadband homes used a video streaming service or player in the past month, with 33% using the BBC’s free iPlayer service and 20% using the ad-supported and recently rebranded ITV Hub.

“The fact that a growing number of consumers are willing to pay for subscription services when there are free options, like iPlayer and other broadcaster-based sites or apps, shows strong appetite for video among consumers,” said Parks Associates research director, Brett Sappington.

“Netflix, the clear leader in the US, entered Europe with high expectations. Subscriber growth has been slow in several parts of Europe, but with no dominant leaders in subscription services, Netflix and other entrants are gaining a foothold.”

Parks said that in Germany Amazon Instant Video had the highest rate of use and was accessed by 17% of broadband households, compared to second-place Netflix at 6%.

The research firm added that among broadband households, 57% in the UK, Germany, Spain, and France own at least one internet-connected consumer electronics device – like a smart TV, smart Blu-ray player, PVR, gaming console, or streaming media device.