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Netflix is much more popular than Amazon Prime Instant Video in the UK, according to a study.

Ofcom data reveals Netflix reaches 4.4 million households in the UK, which is 16 per cent of UK homes. That figure is up from 2.8 million a year ago. Amazon Prime Instant Video reaches just 1.2 million, or 4 per cent of UK homes.

Amazon Prime Instant Video actually lost viewers around Christmas 2014, though this is thought to be due to its rebranding from Lovefilm. It soon regained them.

Each service puts a huge emphasis on original programming, as seen by Amazon's recent big-money signing of the 'Top Gear' trio.

But according to the report, viewers are far less bothered. Less than one-third of subscribers to both services watch original programming.

That said, original output could still be a big draw to convince people to subscribe in the first place.

Both services are dwarfed by BBC iPlayer. 31 per cent of UK adults used iPlayer in the last year.

On-demand now accounts for 8 per cent of all viewing. For 16-24-year-olds, it accounts for 13 per cent.

Clarkson and co.'s currently untitled car show will start on Amazon Prime Instant Video next autumn. The trio have signed up to three series, reportedly with a budget of £160 million for each series.



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