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.
20.1 million households (67.5%) have access to a streaming subscription service such as Netflix or Amazon Prime as of March 2025. This number is up slightly from December 2024, when 20 million households were subscribed to a video-on-demand service.
Less than half of Brits (47%) have 2 or more streaming subscription services, which is 14.1 million households.
Netflix is the most popular streaming service in the UK, with 17.4 million households subscribed as of March 2025, around 3 in 5 UK households (59.2%). It is followed by Amazon Prime Video, which has 13.4 million households paying for a regular subscription (45.7%).
Disney+ is in third place with 7.3 million subscribers, a quarter of households (24.8%). Discovery+ is the UK’s fourth most popular streaming service, with around 3.1 million subscribed households (10.6%).
Streaming service |
Number of subscribed households in the UK |
|---|---|
Netflix |
17.4 million |
Amazon Prime |
13.4 million |
Disney+ |
7.3 million |
Discovery+ |
3.1 million |
Paramount |
3.1 million |
Apple TV+ |
2.7 million |
NOW |
1.8 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 4.8 million households (16.4%) now on the Netflix advertising tier, up from 4.7 million in the previous quarter. 1.7 million households with Disney+ are also on the advertising option (5.8%), up from 1.5 million in the previous quarter.
Amazon Prime customers now need to upgrade their subscription to go ad-free, which means 11.7 million households (39.9%) are seeing adverts when they watch TV or film on Amazon Prime.
Streaming service |
Number of ad tier households in the UK |
|---|---|
Amazon Prime |
11.7 million |
Netflix |
4.8 million |
Disney+ |
1.7 million |
Matt Mckenna
UK Head of Communications
T: +44 20 8191 8806
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