TV streaming statistics in the UK

With 9 in 10 of Brits using a TV 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, more than 16 million households in the UK now have at least 1 streaming subscription.

Quick overview

  • 9 out of 10 Brits have used a streaming platform in the past 12 months.
  • 58% of all households in the UK are subscribed to at least 1 online streaming service. This is up 5% from 2020.
  • Netflix is the most popular streaming service in the UK, with over 62% of Brits having used its services.
  • Almost half of Brits (48%) have used Amazon Prime, making it the country’s second most popular streaming service.
  • Having only launched in late 2019, 1 in 3 (33%) Brits have used Disney Plus in the past year.
  • More women (96%) use streaming services compared to men (83%) in the UK.
  • Over 2.25 million Brits (4.3%) have used an illegal streaming service to watch a film or TV show.
  • 1.25 million (2.4%) in the UK have watched English Premier League football illegally in the past year.
  • Our survey found that Netflix remains the most popular TV streaming platform, with 62% of the UK having used it in the past 12 months. Since 2019, there has been a 15% increase of Netflix users. Amazon Prime is next and while having seen a 20% increase since 2019, is still a fair way behind Netflix. Almost 1 in 2 (48%) of the UK have streamed with Amazon Prime.

    It is followed by Disney Plus. While this service only launched at the end of 2019, already 1 in 3 people in the UK (33%) have used it in the past 12 months. These 3 are followed by Sky Go (17%) and NOW TV (13%), but both have seen usage decline dramatically by 28% and 35% since 2019, respectively.

    Streaming service 2022 2019
    Netflix 62% 54%
    Amazon Prime 48% 40%
    Disney+ 33% 0%
    Sky Go 17% 24%
    NOW TV 13% 19%
    TV Player 9% 23%
    Apple TV + 8% 8%
    BT TV 7% 13%
    Britbox 6% 0%
    Rakuten TV 3% 6%
    Hayu 3% 6%
    DAZN 3% 0%
    BFI Player 2% 0%
    MUBI 1% 4%

    Women (96%) use TV streaming services more than men (83%) our survey found. These differences show over three-quarters of women have used Netflix in the past 12 months compared to less than half of men (48%). More women (56%) used Amazon Prime than men (39%), Disney Plus (45% to 19%), Apple TV (9% to 6%) and NOW TV (15% to 10%).

    Platforms where men are bigger users than women include Sky Go (17.3% to 16.5%), BT TV (8% to 6%), Rakuten TV (3.10% to 2.90%) and Britbox (7% to 5%).

    Streaming service Male Female
    Netflix 48% 76%
    Amazon Prime 39% 56%
    Disney+ 19% 45%
    Sky Go 17% 17%
    NOW TV 10% 15%
    TV Player 8% 10%
    Apple TV + 6% 9%
    BT TV 8% 6%
    Britbox 7% 5%
    Rakuten TV 3% 3%
    Hayu 1% 4%
    DAZN 3% 2%
    BFI Player 2% 2%
    MUBI 1% 1%

    It may come as no surprise that Netflix is the most popular platform with all generations. With millenials (73%) the highest users of this service, followed by generation X (67%), generation Z (66%), baby boomers (52%) and the silent generation with 31%.

    The youngest generation, gen Z, are the highest consumers of streaming platforms in general, with 99% of this generation having used a streaming service in the past year. With 96% of millenials having used a streaming platform, followed by 92% of gen X. Over 4 in 5 baby boomers (82%) follow, with an interesting less than two-thirds of the silent generation (63%) having used a streaming platform in the past year,

    Streaming service Generation Z Millennials Generation X Baby boomers Silent generation
    Netflix 66% 73% 67% 52% 31%
    Amazon Prime 43% 57% 50% 42% 30%
    Disney+ 48% 47% 32% 16% 6%
    Sky Go 21% 18% 16% 16% 10%
    NOW TV 18% 18% 11% 8% 2%
    I do not use any streaming services 1% 4% 8% 18% 37%
    TV Player 14% 8% 8% 8% 10%
    Apple TV + 18% 12% 6% 2% 1%
    BT TV 12% 7% 4% 6% 6%
    Britbox 7% 6% 5% 6% 2%
    Rakuten TV 7% 3% 2% 2% 0%
    Hayu 4% 5% 3% 0% 0%
    DAZN 6% 4% 2% 1% 0%
    BFI Player 3% 2% 2% 1% 0%
    MUBI 3% 2% 1% 0% 0%

    Using Illegal streaming platforms in the UK

    Our survey found that Brits do also use illegal streaming services. With many streaming services offering different content, it can be add up to a considerable amount for users to watch all of their entertainment.

    Movies and TV shows also saw plenty of people watching them through illicit means. 2.25 million people (4.3%) opted not to go to the cinema, pay for a movie at home or for a streaming service last year.

    Almost 1 in 20 (4.3%), which equates to 2.25 million people, have watched a movie or TV show using an illegal streaming service in the past year.

    Just under 4% (2 million people) have used an illegal service to stream sport at least once in the past year. Of these people, 1.25 million Brits (2%) have streamed a Premier League match illegally in the past 12 months.

    Year 2022 2019
    Premier League football 2.40% 8.60%
    Films 2.40% 10.30%
    All sports (exc Football) 2.35% 7.30%

    Methodology

    • Finder commissioned Censuswide on 27–29 July 2022 to carry out a nationally representative survey of adults aged 18+. A total of 2,002 people were questioned throughout Great Britain, with representative quotas for gender, age and region.

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