More than one in ten (13%) Britons now spend as many as 60 days per year streaming, according to new research based on insights from 40,000 UK consumers.
Using data compiled by subscription bundling platform Bango, the research illustrates just how embedded services such as Netflix, Disney+ and Prime Video have become in daily life.
Over a third (34%) of Brits now watch two or more hours of streaming content per day, putting the UK ahead of its European neighbours, with this figure standing at 29% for Spain, 21% for Italy and France, and 18% for Greece.
Streaming also tops the chart for time spent on digital media. UK adults are now more likely to stream content for two or more hours a day (34%) than browse social media (21%), stream music (18%), or scroll TikTok and Reels (13%).
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“We’re seeing a shift in how younger people are engaging with subscriptions,” said Paul Larbey, CEO of Bango.
“Gen Z are streaming more than anyone, but they’re selective about where their money goes. They’re investing in experiences that offer personal value — like music and premium social media — rather than footing the bill for standard streaming services.”
While the UK is ahead of some of its European neighbours, the US remains firmly in first place, with 40% of Americans watching at least two hours of streaming content daily, and nearly one in five (18%) watching over four hours every single day.
Larbey added: “Consumers are also turning to bundles, accessing subscriptions through mobile or broadband deals for better value and convenience. This is increasingly common in the US, and we can expect to see a similar trend in the UK. The rise of services like Snapchat+ in telco bundles shows how packaging and flexibility are now just as important as content itself.”
Bango also found that Gen Z leads the way in streaming consumption, with 40% watching at least two hours daily, although Gen X tens to foot the bill with 62% covering the cost of streaming services, compared to 51% of Gen Z.
