TV streaming statistics: The most popular streaming services in the UK

With two-thirds of UK households subscribed to a streaming service, we've looked into which platforms the UK uses to binge-watch our favourite shows.

Streaming services have changed the way we watch TV. No longer do you need to wait a week for the next episode of your favourite show. Whether you stream with Netflix, Amazon Prime Video, Disney Plus, NOW TV or another service, almost 19 million households in the UK now shell out from their bank accounts for at least 1 streaming subscription.

UK streaming statistics: Highlights

  • More than two-thirds of Brits (68.8%) have a streaming subscription service, which is around 20.1 million households.
  • Netflix is the most popular streaming service in the UK, with 3 in 5 households subscribed (59%) or 17.1 million homes.
  • Less than half of Brits (approximately 47%) have 2 or more streaming subscription services, which is just under 14 million households.

How many people have a streaming service in the UK?

20.1 million households (68.8%) have access to a streaming subscription service such as Netflix or Amazon Prime as of September 2024. This number is up slightly from June 2024, when 20 million households (68.7%) were subscribed to a video-on-demand service.

Less than half of Brits (approximately 47%) have 2 or more streaming subscription services, which is just under 14 million households.

Netflix is the most popular streaming service in the UK, with over 17 million households subscribed as of September 2024, around 3 in 5 UK households (59%). It is followed by Amazon Prime, which has 13.4 million households paying for a regular subscription (45.9%).

Disney+ is in third place with 7.5 million subscribers, a quarter of households (25.7%). Paramount+ is the UK’s fourth most popular streaming service, with around 1.99 million subscribed households (6.9%).

Streaming service Number of subscribed households in the UK
Netflix 17.3 million
Amazon Prime 13.4 million
Disney+ 7.5 million
Discovery+ 3.2 million
Paramount 2.8 million
Apple TV+ 2.5 million
NOW 2.1 million

How many people choose ad-supported streaming?

A number of streaming platforms have introduced a cheaper, ad-supported tier to their pricing model to give consumers and extra option if they don’t want to pay the full subscription price for ad-free streaming.

This is a growing option in the UK, with 3.8 million households (13.1%) now on the Netflix advertising tier, up from 2.78 million (9.5%) in the previous quarter. 1.2 million households with Disney+ are also on the advertising option (4.1%), up from 820,000 in June 2024.

Amazon Prime customers now need to upgrade their subscription to go ad-free, which means 11.5 million households with Amazon Prime (39.3%) are seeing adverts when they watch TV or film.

Streaming service Number of ad tier households in the UK
Amazon Prime 11.5 million
Netflix 3.8 million
Disney+ 1.2 million

Click here for more research. For all media enquiries, please contact –

Matt Mckenna
UK Head of Communications
T: +44 20 8191 8806

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Matthew Boyle is a banking and mortgages publisher at Finder. He has a 7-year history of publishing helpful guides to assist consumers in making better decisions. In his spare time, you will find him walking in the Norfolk countryside admiring the local wildlife. See full bio

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Sophie Barber is a content marketing manager for Finder in the UK after previously working as a content manager at a digital marketing agency. She has over 5 years experience in writing and publishing clear, concise and informative online articles for a variety of websites. See full bio

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