YouGov sheds light on UK streaming habits

The data focuses specifically on adults who have a paid account and looks at how often they say they use each service.

For Prime Video users in Great Britain, weekly viewing is the norm. A third (32%) of subscribers say they watch once a week, with this number rising to 35% among those aged 55 and over. Another 29% overall report watching 2-3 times per week, making moderate use a clear trend across all age groups.

Daily engagement is strongest among younger viewers, with nearly a quarter of 18-34s using Prime Video daily (24%).  “With consistent usage across age groups and a high share of weekly engagement, Prime Video stands out as a reliable, go-to service for a broad British audience,” said YouGov.

Disney+ attracts regular viewers of all ages, but its most frequent users are younger adults. Among 18-34 aged adults, three in ten say they watch daily (31%).

The service also has a strong weekly presence among older viewers. Two in five of those aged 55+ watch once a week (39%), and 35% watch 2-3 times weekly, indicating steady engagement beyond its core youth demographic.

YouGov said that over 70% of users across all age groups tune in at least once a week, making Disney+ “a well-integrated entertainment source for families and younger audiences alike.”

It said that Netflix remains a staple in British streaming habits, with particularly high usage among 18-34s. Some 46% of this age group report watching daily, 15% several times a day and 31% once a day. This strong daily engagement softens with age. Across the board, more than 75% of Netflix users watch it at least weekly.

“With consistent viewing across demographics and exceptional daily engagement among younger adults, Netflix continues to serve as a daily destination for TV and film in Britain,” said YouGov.

By contrast, Apple TV+ shows striking generational contrasts in how it's used. Among 18-34 aged adults, a third say they watch several times a day (33%) - the highest daily figure recorded across all platforms. Another 20% report watching once daily, making it a particularly active platform for younger audiences.

Among those aged 55 and over, usage leans toward structured weekly viewing. Two in five (40%) in this age group watch either once a week or 2–3 times a week, suggesting that while older viewers may not use the service daily, they still rely on it regularly.