Continued growth in UK subscription OTT users is likely due to more competition entering the market and more UK-focused content being created
, according to WarnerMedia CEO John Stankey. BritBox, the British drama-focused SVOD from the BBC and ITV, also launched in the UK for the first time in November, but we don't expect it to meaningfully add to overall subscription OTT users in the UK given that much of the content can already be watched on the BBC and ITV's own free on-demand platforms, BBC iPlayer and ITV Hub.
All that said, there could be relatively high resistance to paying for OTT video services in the UK compared with the US, given that that free, ad-supported OTT video services like BBC iPlayer are available to all UK consumers who pay the annual to own a television. To that end, the share of internet users in the UK who use a subscription OTT service is far lower than in the US in 2020, per eMarketer.
Existing subscription OTT video offerings like Netflix are catering more directly to local viewers. Subscription OTT services that already operate in the UK are investing more in local fare: For example, Netflix spent That money went toward the production of over 50 TV and film projects in the country, up from 40 in 2018 — and production volume will ramp up considerably in 2020, per
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