Audience measurement service BARB's website tracker revealed that the proportion of UK households with a subscription to at least one of Netflix, Prime Video or Now TV reached 50.5% by the end of 2019.
27 million UK homes access at least one of these services, a quarter-on-quarter increase of almost 600,000 homes since the July to September stats were announced.
Netflix remains the UK's most popular subscription video-on-demand service with 12.35 million homes subscribing, a 20% growth since the end of 2018.
Perhaps unsurprisingly given Amazon's Premier League coverage in December, Prime Video became the fastest growing service, increasing by just over 35% since the end of 2018, reaching 7.14 million homes, according to BARB - although some Prime Video users may only view the streaming service as a bonus add-on for subscribing to Amazon's next day delivery service.
Meanwhile, Now TV from Sky enjoyed an annual growth rate of 8% with the service calculated to reach 1.69 million homes. In line with other subscription video-on-demand services, Sky and its owner Comcast do not announce official subscriber numbers.
The subscription video-on-demand market is facing a major shake-up when Disney+ finally launches in the UK.
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