A recent report by Bango reveals that over 13% of UK consumers now spend more than four hours daily on streaming services like Netflix, Disney+, and Prime Video, amounting to approximately 1,460 hours—or 60 full days—per year. This data, derived from a survey of 40,000 UK consumers, underscores the deep integration of streaming into daily life.
The study highlights that 34% of UK adults watch at least two hours of streaming content daily, surpassing figures in Spain (29%), Italy and France (21%), and Greece (18%). Streaming has become the UK's leading digital activity, with more adults engaging in it for two or more hours a day than browsing social media (21%), streaming music (18%), or using platforms like TikTok and Reels (13%).
Generational differences are evident: 40% of Gen Z watch at least two hours of streaming daily, yet 62% of Gen X are the primary payers for these services, compared to 51% of Gen Z. Instead, Gen Z tends to invest in other digital subscriptions, with 40% paying for music services and 9% for premium social media features like Snapchat+ or X Premium.
Internationally, the U.S. leads in streaming consumption, with 40% of Americans watching at least two hours daily and 18% exceeding four hours. The average American subscribes to 5.4 services, two of which are typically part of bundled packages offered by mobile or broadband providers.
Paul Larbey, CEO of Bango, commented: “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 U.S., 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.”
The findings suggest a growing trend towards bundled subscription models and a shift in consumer spending priorities, particularly among younger demographics.
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