- 13% of Brits spend over 4 hours daily on streaming platforms, equating to 60 days annually.
- 34% of UK consumers watch 2+ hours of streaming daily, leading European consumption rates.
- The US leads globally with 40% of Americans streaming 2+ hours daily and 18% streaming over 4 hours.
New research by Bango has revealed that streaming is now the dominant digital activity in the UK, surpassing social media, music, and TikTok. Approximately 13% of Brits dedicate over four hours each day to watching streaming services like Netflix (NFLX) and Disney+ (DIS), amounting to 1,460 hours or 60 days per year.
The study, which surveyed 40,000 UK consumers, highlights that 34% watch more than two hours of streaming content daily, placing the UK ahead in European consumption rates compared to Spain (29%), Italy (21%), France (21%), and Greece (18%). Gen Z leads in terms of consumption, with 40% watching at least two hours daily, although Gen X predominantly covers the costs (62% compared to 51% of Gen Z).
Meanwhile, the United States continues to maintain its position as a global leader in streaming consumption. About 40% of Americans watch streaming content for more than two hours daily, with nearly 18% watching beyond four hours. The average American subscribes to 5.4 services, often accessed through bundle packages, which points to the growing trend of bundled subscriptions.
Paul Larbey, CEO of Bango, notes a shift in consumer behavior, particularly among Gen Z, who are increasingly choosing subscriptions that offer personal value. They are more likely to invest in music subscriptions and premium social media features. This trend of bundling services, especially prevalent in the US, is anticipated to grow in the UK, aligning with Bango's strategic focus on enabling seamless subscription experiences for consumers.
