Whether you stream with Netflix, Amazon Prime Video, Disney Plus, NOW TV or another service, more than 20 million households in the UK now shell out from their bank accounts for at least 1 streaming subscription.
20.6 million households (69.7%) have access to a streaming subscription service such as Netflix or Amazon Prime as of June 2025. This number is up from March 2025, when 20.1 million households were subscribed to a video-on-demand service.
Netflix is the most popular streaming service in the UK, with 17.6 million households subscribed as of June 2025, around 3 in 5 UK households (59.6%). It is followed by Amazon Prime Video, which has 13.7 million households paying for a regular subscription (46.6%).
Disney+ is in third place with 7.6 million subscribers, a quarter of households (25.7%). Paramount+ is the UK’s fourth most popular streaming service, with around 3.3 million subscribed households (11%).
| Streaming service | Number of subscribed households in the UK |
|---|---|
| Netflix | 17.6 million |
| Amazon Prime | 13.7 million |
| Disney+ | 7.6 million |
| Paramount | 3.3 million |
| Discovery+ | 3 million |
| Apple TV+ | 2.7 million |
| NOW | 1.9 million |
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 5.5 million households (18.7%) now on the Netflix advertising tier, up from 4.8 million in the previous quarter. 2.1 million households also have the Disney+ ad-supported option (7.1%), up from 1.7 million in the previous quarter.
Amazon Prime customers now need to upgrade their subscription to go ad-free, which means 12 million households (40.8%) are seeing adverts when they watch TV or film on Amazon Prime.
| Streaming service | Number of ad tier households in the UK |
|---|---|
| Amazon Prime | 12 million |
| Netflix | 5.5 million |
| Disney+ | 2.1 million |
Matt Mckenna
UK Head of Communications
T: +44 20 8191 8806
Investigating AI gender bias, we prompted ChatGPT to show images of people in high-powered roles and 99 out of 100 were white men.
Deepfake scams on the rise in the UK, so learn how you can tell the AI-generated videos from the real ones in our quiz.
6.4% of UK adults plan to follow a vegan diet in 2025, an estimated 3.4 million people, and 11.5% of Brits plan to follow a vegetarian diet.
We dived into the latest statistics to see how many Brits have a TV and how long we spend watching each day.