New research by Bango reveals that streaming has become the UK's dominant digital activity, surpassing social media, music, and TikTok. 13% of Brits spend over 4 hours daily on streaming platforms like Netflix and Disney+, equivalent to 60 days annually. The study of 40,000 UK consumers shows 34% watch 2+ hours of streaming content daily, leading European consumption rates compared to Spain (29%), Italy (21%), France (21%), and Greece (18%). While Gen Z leads in streaming consumption with 40% watching 2+ hours daily, Gen X predominantly covers the costs (62% vs 51% of Gen Z). The US maintains global leadership, with 40% of Americans streaming 2+ hours daily and 18% watching over 4 hours. The average American subscribes to 5.4 services, with two typically accessed through bundle packages.
Una nuova ricerca di Bango rivela che lo streaming è diventato l'attività digitale dominante nel Regno Unito, superando social media, musica e TikTok. Il 13% degli inglesi trascorre oltre 4 ore al giorno sulle piattaforme di streaming come Netflix e Disney+, pari a 60 giorni all'anno. Lo studio su 40.000 consumatori britannici mostra che il 34% guarda contenuti in streaming per più di 2 ore al giorno, registrando i tassi di consumo più alti in Europa rispetto a Spagna (29%), Italia (21%), Francia (21%) e Grecia (18%). Mentre la Generazione Z guida nel consumo di streaming con il 40% che guarda più di 2 ore al giorno, la Generazione X copre principalmente i costi (62% contro il 51% della Gen Z). Gli Stati Uniti mantengono la leadership globale, con il 40% degli americani che guarda streaming per più di 2 ore al giorno e il 18% oltre 4 ore. In media, un americano è abbonato a 5,4 servizi, di cui due generalmente accessibili tramite pacchetti bundle.
Una nueva investigación de Bango revela que el streaming se ha convertido en la actividad digital dominante en el Reino Unido, superando a las redes sociales, la música y TikTok. El 13% de los británicos pasa más de 4 horas diarias en plataformas de streaming como Netflix y Disney+, equivalente a 60 días al año. El estudio realizado a 40,000 consumidores del Reino Unido muestra que el 34% ve contenido en streaming más de 2 horas diarias, liderando las tasas de consumo en Europa frente a España (29%), Italia (21%), Francia (21%) y Grecia (18%). Mientras que la Generación Z lidera el consumo de streaming con un 40% viendo más de 2 horas diarias, la Generación X es la que principalmente cubre los costos (62% frente al 51% de la Gen Z). Estados Unidos mantiene el liderazgo global, con el 40% de los estadounidenses transmitiendo más de 2 horas diarias y el 18% más de 4 horas. El estadounidense promedio está suscrito a 5,4 servicios, de los cuales dos suelen accederse mediante paquetes combinados.
Bango의 새로운 연구에 따르면 스트리밍이 영국에서 가장 지배적인 디지털 활동이 되었다고 밝혀졌으며, 이는 소셜 미디어, 음악, 틱톡을 능가합니다. 영국인의 13%가 넷플릭스와 디즈니+ 같은 스트리밍 플랫폼에서 하루 4시간 이상을 보낸다는 것으로, 연간 60일에 해당합니다. 4만 명의 영국 소비자를 대상으로 한 연구에서 34%가 하루에 2시간 이상 스트리밍 콘텐츠를 시청한다고 나타났으며, 이는 스페인(29%), 이탈리아(21%), 프랑스(21%), 그리스(18%)보다 높은 유럽 내 소비율입니다. Z세대가 하루 2시간 이상 스트리밍 시청 비율 40%로 선두를 달리고 있지만, 비용 부담은 주로 X세대가 담당하고 있습니다(62% 대 51%). 미국은 글로벌 리더십을 유지하고 있으며, 미국인의 40%가 하루 2시간 이상, 18%가 4시간 이상 스트리밍을 시청합니다. 평균 미국인은 5.4개의 서비스를 구독하며, 이 중 두 개는 번들 패키지를 통해 이용하는 경우가 많습니다.
Une nouvelle étude de Bango révèle que le streaming est devenu l'activité numérique dominante au Royaume-Uni, dépassant les réseaux sociaux, la musique et TikTok. 13 % des Britanniques passent plus de 4 heures par jour sur des plateformes de streaming comme Netflix et Disney+, ce qui équivaut à 60 jours par an. L'étude portant sur 40 000 consommateurs britanniques montre que 34 % regardent plus de 2 heures de contenu en streaming chaque jour, ce qui représente les taux de consommation les plus élevés en Europe comparé à l'Espagne (29 %), l'Italie (21 %), la France (21 %) et la Grèce (18 %). Alors que la génération Z est en tête avec 40 % regardant plus de 2 heures par jour, la génération X couvre principalement les coûts (62 % contre 51 % pour la Gen Z). Les États-Unis conservent leur position de leader mondial, avec 40 % des Américains qui regardent plus de 2 heures de streaming par jour et 18 % plus de 4 heures. En moyenne, un Américain est abonné à 5,4 services, dont deux sont généralement accessibles via des forfaits groupés.
Neue Forschungsergebnisse von Bango zeigen, dass Streaming zur dominierenden digitalen Aktivität im Vereinigten Königreich geworden ist und soziale Medien, Musik sowie TikTok übertrifft. 13 % der Briten verbringen täglich mehr als 4 Stunden auf Streaming-Plattformen wie Netflix und Disney+, was 60 Tagen pro Jahr entspricht. Die Studie mit 40.000 britischen Verbrauchern zeigt, dass 34 % täglich mehr als 2 Stunden Streaming-Inhalte ansehen und damit die höchsten Konsumraten in Europa im Vergleich zu Spanien (29 %), Italien (21 %), Frankreich (21 %) und Griechenland (18 %) erreichen. Während die Generation Z mit 40 % täglich mehr als 2 Stunden Streaming anführt, tragen hauptsächlich die Generation X die Kosten (62 % gegenüber 51 % der Gen Z). Die USA behalten die globale Führung mit 40 % der Amerikaner, die täglich mehr als 2 Stunden streamen, und 18 %, die über 4 Stunden schauen. Der durchschnittliche Amerikaner abonniert 5,4 Dienste, von denen zwei typischerweise über Bündelpakete genutzt werden.
Positive
Research shows strong streaming adoption in the UK market, indicating potential growth opportunities for Bango's bundling platform
34% of UK consumers watch 2+ hours of streaming daily, leading European consumption rates
Growing trend of bundle subscriptions in the US market (avg 5.4 subscriptions) suggests expansion potential for Bango's services
Increasing adoption of premium services among Gen Z indicates new revenue opportunities in subscription bundling
Negative
High reliance on Gen X for payment of streaming services (62%) versus Gen Z (51%) may limit growth potential
Market competition from existing telco and broadband bundle providers
Geographic disparity in streaming adoption rates across Europe may challenge expansion
Streaming is now the UK’s top digital habit — overtaking music, TikTok, and social media, new research reveals.
CAMBRIDGE, United Kingdom, May 07, 2025 (GLOBE NEWSWIRE) -- Over one in ten Brits (13%) now spend the equivalent of 60 full days a year watching content on streaming services like Netflix, Disney+, and Prime Video, clocking up more than 1,460 hours of watchtime per year. That’s the same as spending 182 work days watching streaming services.
The data, released by subscription bundling platform Bango (AIM:BGO), is based on insights from 40,000 UK consumers, and shows just how embedded streaming services have become in everyday life.
More than a third (34%) of Brits now watch two or more hours of streaming content per day, the equivalent of 730 hours a year, putting the UK ahead of its European neighbours. In Spain, 29% stream at least two hours daily, compared to 21% in Italy and France, and 18% in 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%).
Gen Z watches the most, but Gen X pays the bill
Gen Z leads the way in streaming consumption, with 40% watching at least two hours daily. But it’s Gen X who are footing the bill with 62% covering the cost of streaming services, compared to 51% of Gen Z.
Instead, Gen Z are using those savings on other subscriptions. They’re the most likely to pay for music subscriptions (40%) and are also more likely to shell out for premium social media features (9%), such as Snapchat+ or X Premium.
But Americans still spend the most time streaming
While the UK is ahead of some of its European neighbours, the US remains firmly in first place. 40% of Americans watch at least two hours of streaming content daily, and nearly one in five (18%) watch over four hours every single day.
And it’s not just streaming. In the US, Gen Z is beginning to pay more for other digital experiences too. According to Bango’s Subscriptions Assemble report, almost a quarter (23%) of Gen Z Americans now pay to access premium social media platforms, highlighting a global trend in how younger consumers engage with content.
Many are also accessing these services indirectly through bundles, like those offered by mobile or broadband providers. In fact, the average American now pays for 5.4 subscriptions, with two of those typically paid for as part of a bundle package.
Paul Larbey, CEO of Bango said, “We’re seeing a shift in how younger people are engaging with subscriptions. 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.
“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.
“At Bango, we’re driving this change, helping telcos and other service providers deliver the kind of smart, seamless subscription experiences today’s users expect.”
Methodology
Research created by Bango using the GWI consumer insights platform
60 days calculation — 13% of Brits spend 4+ hours per day watching streaming services. 4 x 365 = 1,460 hours / 24 = 60.8 Days
About Bango Bango enables content providers to reach more paying customers through global partnerships. Bango revolutionized the monetization of digital content and services, by opening-up online payments to mobile phone users worldwide. Today, the Digital Vending Machine® is driving the rapid growth of the subscriptions economy, powering choice and control for subscribers.
The world's largest content providers, including Amazon, Google and Microsoft trust Bango technology to reach subscribers everywhere.
Bango, where people subscribe. For more information, visit www.bango.com
Media contacts Henry Soundy / Imogen Nichols Wildfire bango@wildfirepr.com
FAQ
How many hours do Brits spend streaming content annually according to Bango's research?
According to Bango's research, 13% of Brits spend over 1,460 hours (equivalent to 60 full days) annually watching content on streaming services.
What percentage of UK adults watch streaming content for 2 or more hours daily?
34% of UK adults watch streaming content for 2 or more hours daily, surpassing other European countries.
How does Gen Z's streaming consumption compare to other generations in the UK?
Gen Z leads in streaming consumption with 40% watching at least 2 hours daily, though Gen X (62%) is more likely to pay for the services compared to Gen Z (51%).
How many subscriptions does the average American have according to Bango's study?
The average American has 5.4 subscriptions, with two typically accessed through bundle packages.
How does UK streaming consumption compare to other European countries?
The UK leads European streaming consumption with 34% watching 2+ hours daily, compared to Spain (29%), Italy and France (21%), and Greece (18%).
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