Netflix is going gangbusters in Britain, according to a new study of SVOD and pay-TV trends in the U.K. by Brit research group Enders Analysis.
The paper estimates that Netflix added around 1.8 million new U.K. subscribers last year, taking its total U.K. consumer base to 5.2 million. That rate of growth, around 37 percent for the year, outpaced the growth of all of Netflix’s British competitors put together, says the report.
Enders estimates non-Netflix companies — including Sky’s Now TV streaming service, Virgin Media, BT and TalkTalk — added a total of 1.3 million new VOD subscribers over the same period. Amazon Prime, according to Enders, has 1.6 million paying subscribers in the U.K., though the study expects that figure to “balloon” on the back of marketing for Amazon‘s new show from the former hosts of the widely popular Top Gear.
Netflix’s gain in the U.K. has not meant pain for traditional pay-TV providers. Enders found new SVOD subscribers overlap with existing pay-TV subscribers, suggesting people are adding streaming services on top of their pay-TV subscriptions, not cord-cutting.
The Hollywood Reporter requested confirmation from Netflix about these figures, but the company declined to comment, saying it does not publish country-specific figures for its service.