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Research — April 03, 2025
UK digital entertainment market update, 2025
By Keith Nissen
Survey results show that Netflix Inc., Amazon.com Inc.'s Prime Video and Walt Disney Co.'s Disney+ continue to grow subscribers in the United Kingdom. British Broadcasting Corp.'s iPlayer and Alphabet Inc.'s YouTube were the top free online video services, while Spotify Technology SA dominates the online music space.
➤ Eighty-five percent of homes in the UK use at least one subscription video-on-demand service, with households subscribing to 2.5 SVOD services, on average.
➤ UK households use an average of three free online video services. Viewers typically spend less than one hour per day watching.
➤ As of year-end 2024, 70% of internet adults used an online music service.
➤ About half of internet adults in the UK play video games, with 60% of gamers subscribing to a gaming service. Puzzle and sports games are most popular.
Results from S&P Global Market Intelligence Kagan European Consumer Insights surveys conducted over the past decade show that the use of SVOD services in the UK has increased 36 percentage points since 2015, plateauing at 85% in 2023 and 2024. Over that time period Netflix, the market leader, has increased its subscriber base by 40 percentage points, with 70% of internet households using the service at year-end 2024. Not far behind, Amazon Prime Video has also experienced strong subscriber growth, increasing 43 percentage points since 2015, to 59% last year. In addition, Disney+ subscribers have increased 12 percentage points since 2020 reaching 40% in 2024. The historic survey data shows that the NOW online video service, operated by Sky, as well as Apple Inc.'s Apple TV+ have both experienced only minimal subscriber growth. The 2024 survey found that internet adults spend nearly five hours (4.8) per day watching TV/video content. UK households subscribe to 2.5 SVOD services, on average.
In terms of daily viewing hours, Netflix leads the pack with over three-quarters of subscribers typically spending one or more hours using the service each day. The survey data shows that across major SVOD services about 40% of users spend between one and two hours per day viewing content on the service. Nearly one-third of Netflix (30%) subscribers said they typically spend more than two hours per day on the service. In contrast, over 40% of Disney+, Amazon Prime Video and Apple TV+ subscribers reported using the service less than one hour per day.
Nine out of 10 surveyed internet adults in the UK indicated they also enjoy watching free, advertising-based online video services. BBC iPlayer (67%) is the most popular free online video service, followed closely by YouTube (61%). Approximately half (49%) of internet adults cited watching ITVX, with about one-third using the My5 and All4 online video services. The BBC’s UKTV Play (U) and STV Player both show very modest viewership. The 2024 survey found that internet households in the UK use 3.3 free online video services, on average.
The 2024 survey data found that the majority of viewers typically watch free online video services for less than one hour per day. The only exception is YouTube where 63% of users said they typically watch for between one and two hours per day.
Historical surveys have shown that the use of online music services in the UK has remained stable since 2020. As of year-end 2024, 70% of surveyed internet adults said they listen to online music. Forty-three percent of internet adults said they use Spotify, making it the most popular online music service in the UK. Approximately one-quarter of consumers said they use Amazon Prime Music and YouTube Music. The 2024 survey found that consumers listen to music for 2 hours per day and typically use only one online music service.
Just over half (55%) of surveyed internet adults in the UK indicated they play video games, a total that has remained essentially flat over the past five years. The percentage playing mobile games is only slightly higher than those playing games on a PC or gaming console. At year-end 2024, the most popular types of games being played include Puzzle games (55%), Sports games (44%) and first-person shooter games (40%). About one-quarter of gamers said they play multiplayer online battle arena (MOBA) games, such as League of Legends, as well as role-playing and real-time strategy games. Gamers play 1.4 hours per day and play approximately three (2.8) types of games, on average.
Furthermore, the 2024 survey found that 59% of gamers in the UK subscribe to a gaming service. Sony Group Corp.'s PlayStation Plus (32%) and Microsoft Corp.'s Xbox Game Pass (22%) were the most popular gaming subscription services, followed by Nintendo Co. Ltd.'s Nintendo Switch Online (15%) and Electronic Arts Inc.'s EA Play (14%). Typically, gamers subscribe to only one gaming service.
This article was published by S&P Global Market Intelligence and not by S&P Global Ratings, which is a separately managed division of S&P Global.
Consumer Insights is a regular feature from S&P Global Market Intelligence Kagan.
The 2024 Kagan European Consumer Insights survey was conducted in December of 2024, consisting of 1,000 internet adults in France, Germany, Italy, Sweden, Poland and the UK. The margin of error is +/-3.0 ppts at the 95% confidence level. Survey data should only be used to identify general market characteristics and directional trends.