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Competition in the UK streaming market has intensified, leading to a drop in subscriptions for Netflix since Christmas.
According to Kantar, the total number of services subscribed to by UK households fell by 167,000 to 29.4 million in the first quarter of the year.
Netflix was the biggest loser, suffering the largest absolute loss of subscribers.
The decline in subscriptions was attributed to surging inflation and families cutting down on multiple subscriptions.
Additionally, some households abandoned on-demand TV altogether.
The data showed a gradual decline in almost all metrics at Netflix, including satisfaction with the variety of TV series, amount of original content, and quality of shows.
Only three of the top 10 most enjoyed streaming titles in the first quarter were on Netflix, down from six a year ago.
Meanwhile, Apple TV+ and ITVX gained new subscribers thanks to investment in popular British shows.
Despite the decline in the UK, Netflix reported a 5% rise in overall customer numbers to 232.5 million in the first quarter.
This article was updated 1 month ago
