More than 350,000 households ditched subscriptions to the likes of Netflix, Amazon Prime Video and Disney+ last quarter .

While still high at 19.2M, the proportion of UK households subscribing to an SVoD fell by 1pp to 67% across the quarter.

coming as the deep-pocketed U.S. streamers struggle in their traditionally strong markets and rethink tactics.

Take-up of these services had been beginning to slow down in 2021 but the decline sped up last quarter, with around 4% cancelling Prime Video and Disney+ subscriptions and 2% cutting off Netflix.

However, the number of households now accessing all three rose to one-fifth of the entire population, which costs a house £300 ($362) per year.

Netflix remains the most popular SVoD, with 60% of households subscribed, ahead of Prime Video (46%) and Disney+ (23%)

Netflix remains the most popular SVoD, with 60% of households subscribed, ahead of Prime Video (46%) and Disney+ (23%)

Newer competitors such as Discovery+ (8%) and Apple TV+ (6%) lag far behind, while Q2 saw the launch of Paramount+ as competition ramps up.