Services like Netflix and Amazon Prime overtake pay TV in Kent

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The $8 price point will aim to attract consumers in those middle states, as well as people who are looking for a cheaper service than Netflix.

The Bentonville, Ark. -based retailer sees an opportunity to undercut Netflix and Amazon on price.

Subscription on-demand revenue represents the largest annual growth - up by 38% in 2017 - while growth in pay-TV subscription revenues dropped by 2.7% year-on-year.

Netflix is the most popular SVOD service in the United Kingdom, taken by 9.1 million homes, up 32.7% in a year.

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The findings come from Ofcom's Media Nations Report which also reveals that people are watching less TV, down an average of nine minutes in the past year.

More content is being watched on mobile devices, with 16-34 year olds leading the charge, Ofcom said. For the first time iD mobile is included in the data as it now has a stable 1.5 per cent market share. While not able to compete with the industry's big hitters, it offers thousands of movies to buy and rent, and the ad-supported "Movies on Us" lets users watch certain titles for free.

Paid SVOD is now catching up on free catch-up on-demand TV. The study estimated that almost 44% of those 765 million people will use Netflix.

Two thirds of all VOD viewing previous year was via a TV set. Some 20% use a game console to connect their TV to the internet.

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Some 95.6% of United Kingdom homes had a TV set in Q1, down slightly from the 96.3% recorded in 2012. That's greater than the 15.1 million tally of broadcast pay TV subscribers.

Ofcom Chief Executive Sharon White said the rapid change in what we watch and how we watch had profound implications for the United Kingdom television industry.

A new streaming service wouldn't be Walmart's first foray into online video. These challenges can not be underestimated. "By making the best British programs and working together to reach people who are turning away from TV, our broadcasters can compete in the digital age".

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