The number of UK Netflix subscribers has doubled within the space of a year to hit more than 3m, according to new figures compiled by Enders Analysis.
If correct the numbers tell that the online streaming service is now in use in more than one in ten households following a rise in take-up, powering it ahead of rival Amazon.
Take up has been boosted by exclusivity agreement s on the hit series Breaking Bad along with home grown productions such as House of Cards, giving the platform a particular cachet, especially amongst younger viewers.
Report author Toby Syfret said: “Netflix has always been highly secretive and released very few details about its international streaming performance in individual countries beyond the general statement that it is seeing encouraging progress everywhere
“Not since Netflix’s announcement in August 2012 that its total subscriber base in the UK and Ireland had passed the one million mark, have we heard any numbers from the horse’s mouth.”
Netflix does not provide official figures of its own but industry body Barb, which measures TV audiences based on a representative sample of 13,500 households, estimated that the subscriber base was 2.8m in the first quarter – far higher than previous smaller studies estimated.