Amazon’s Prime Video has scored an important victory over Netflix and Disney+

The number of households subscribed to a video streaming service has stayed relatively stable in recent months, according to statistics firm Kantar. However, the data does reveal an uptick in the number of homes across England, Wales, and Scotland that have decided to take out a second subscription – 2.9 percent of the 16.7 million households with a single streaming option and an increase on the previous three-month period.

So, which streaming service is tempting UK viewers to add another direct debit to their bank account?

During the three-month period assessed by Kantar, the hotly-anticipated Loki landed on Disney+. The show, which takes place in the same cinematic universe as The Avengers series, stars Tom Hiddleston, Sophia Di Martino, and Owen Wilson. The latest season of Money Heist arrived on Netflix, and Apple TV+ subscribers saw the second season of The Morning Show begin.

But none of these tempted subscribers to sign-up to another streaming service. It turns out Amazon’s Prime Video was the biggest draw for new subscribers. And the show that seems to have convinced people to sign-up to the £7.99 a month subscription plan is Clarkson’s Farm. The acclaimed documentary series sees ex-Top Gear presenter Jeremy Clarkson attempt run his one thousand acre farm in the Cotswolds.

Prime Video has a number of other unique offerings that are likely to have tempted British households to sign-up, including a handful of Premier League games and its acquisition of tennis rights, which saw the company exclusively broadcast the progress of British players Emma Raducanu and Cameron Norrie.

“We know that Netflix performs well when it comes to word of mouth, as it has the highest proportion of new subscribers who say they spoke to friends/ family or tested the service with them prior to sign up. However, data collected to the end of September shows Amazon Prime Video remained number one for growth,” said Beth Shears, Global Client Manager at Kantar, Worldpanel Division.

Newly launched Discovery+ performed well during the same period, securing some 3.3% share of new subscribers last quarter. However, this is likely the result of its ongoing partnership with Sky Q, which allows viewers to access 12-months of the video on-demand service for free. Discovery+ had the rights to every discipline in the Tokyo Olympic Games – while the BBC lost out.