UK viewers are not simply abandoning television or cancelling every streaming service. The shift is toward a more mixed routine: subscription apps, broadcaster on-demand services, ad-supported plans, YouTube on TV sets and live programmes all compete for attention. Subscription access has levelled off near seven in ten homes, while broadcaster on-demand viewing and ad-tier use have grown—and live events still draw large audiences.
Is streaming still growing in the UK?
Subscription streaming is widespread, but household access is no longer rising rapidly. Barb’s Establishment Survey found that 20.8 million UK homes, or 70.3%, had access to at least one subscription video-on-demand (SVOD) service in Q1 2026. That figure was slightly higher than in Q4 2025; Ofcom describes household take-up as relatively constant over recent years. The evidence points to a mature market, not a clear retreat from streaming.
As an Amazon Associate I earn from qualifying purchases.
Barb measures whether a household has access, not how many people actively use a service, how many subscriptions each person pays for, or how much anyone watches. Homes can have access to several services, so the service totals overlap.
Recommended Free Tools
| Service | UK homes with access, Q1 2026 |
|---|---|
| At least one SVOD service | 20.8 million (70.3%) |
| Netflix | 18.1 million (61.0%) |
| Amazon Prime Video | 13.7 million (46.1%) |
| Disney+ | 7.8 million (26.1%) |
Source: Barb’s Q1 2026 household-access figures. The service rows overlap; they should not be added together.
#1 Best Overall
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
Are people cancelling Netflix—and why?
Some subscribers report cancelling, but survey answers do not show that all households are cutting back or establish one cause for the market as a whole. In Ofcom’s 2025 VoD Survey, among respondents who said they had cancelled Netflix, 24% said they did not use it enough to justify the cost, 23% cited an increased subscription price and 22% said it was too expensive. For Amazon Prime, leading reported reasons included insufficient use for the expense and expense; for Disney+, expense was the leading reason.
The pattern suggests a practical calculation: whether a service is watched enough to feel worthwhile, as well as what it costs. These are reported reasons from people who cancelled, not a measurement of every subscriber’s motivation.
Rank #2
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Elevate your entertainment experience with a powerful processor for lightning-fast app starts and fluid navigation.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Enjoy the show in 4K Ultra HD, with support for Dolby Vision, HDR10+, and immersive Dolby Atmos audio.
- Fire TV Ambient Experience lets you display over 2,000 pieces of museum-quality art and photography.
Why are streaming subscriptions getting more expensive?
The available UK evidence documents price increases as a cancellation reason, but does not establish why providers changed their prices or verify current plan prices and bundle terms. It therefore cannot support a like-for-like price comparison. For a household deciding what to keep, useful questions are whether the service has programmes it wants, how often it is used, whether the available tier includes adverts, and whether live viewing matters.
Are ad-supported streaming plans taking off?
Ad tiers are a bigger part of the UK streaming mix. In Ofcom’s 2025 survey, 49% of households reported having an ad tier, up from 22% in 2024; the reported share on premium tiers fell from 16% to 11%. Barb’s separate Q1 2026 home-access data found that 40% of Netflix homes and 37% of Disney+ homes were on their respective ad tiers.
Rank #3
- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
Amazon Prime Video’s 88% ad-tier measure should not be read as evidence that 88% of its homes voluntarily chose an ad plan: Barb’s figure is affected by a different approach to moving homes to that tier. The Ofcom survey and Barb figures also come from different measures and periods, so they are not interchangeable.
Are people going back to live TV?
There is no evidence here of a mass return to traditional linear television. Ofcom found that the share of people watching traditional-broadcaster content for at least 15 minutes in an average week fell to 70% in 2025, from 73% in 2024 and 78% in 2022. Yet broadcaster content still accounted for the majority of video watched in UK homes, according to Ofcom’s 2026 Media Nations overview.
Rank #4
- 4K Ultra HD Resolution: Enjoy your TV in stunning resolution Ultra HD ers four times the resolution of Full HD for greater clarity and detail
- Android TV: With the Android TV operating system you will have access to the best content, download the infinity of applications available through the Google Play Store!
- Voice remote control: Just press the Google Assistant button and ask it to find, play and control content
- Chromecast Built-in: Easily cast movies, shows, and photos from your Android or iOS device to your Android TV
- Easy Setup: Access your Google account and configure the device, language and Wi-Fi network
Live viewing remains important for events people want to experience together or as they happen. Ofcom reported that 85% of sports viewing in 2025 was watched live. The BBC said the England World Cup semi-final on 15 July 2026 reached a peak audience of 24 million across BBC platforms, a figure reported by Ofcom. Those examples show the continuing draw of live events, not a general reversal in viewing habits.
The Tool Desk
Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Are viewers choosing broadcaster apps as well as streaming services?
Yes. Ofcom reported a 9% year-on-year rise in viewing of BBC iPlayer, ITVX, Channel 4 Streaming and 5 streaming, even as traditional broadcaster weekly reach declined. Watching a programme through a broadcaster’s on-demand service is still on-demand viewing; it is distinct from watching a scheduled broadcast and from subscribing to a commercial SVOD service.
Best Value
- Ultra-speedy streaming: Roku Ultra is 30% faster than any other Roku player, delivering a lightning-fast interface and apps that launch in a snap.
- Cinematic streaming: This TV streaming device brings the movie theater to your living room with spectacular 4K, HDR10+, and Dolby Vision picture alongside immersive Dolby Atmos audio.
- The ultimate Roku remote: The rechargeable Roku Voice Remote Pro offers backlit buttons, hands-free voice controls, and a lost remote finder.
- No more fumbling in the dark: See what you’re pressing with backlit buttons.
- Say goodbye to batteries: Keep your remote powered for months on a single charge.
When Ofcom asked which service people usually turn to first when thinking about what to watch, 26% named Netflix, 25% the BBC and 15% ITV. Ofcom says the one-point gap between Netflix and the BBC is not statistically significant. This is a reported first choice, not a measure of total viewing time or viewing share.
Is Netflix more popular than the BBC?
It depends on what “popular” means. In Ofcom’s first-choice measure, Netflix and the BBC were effectively neck-and-neck, with no statistically significant difference. In Barb’s household-access measure, Netflix was available in more homes than any individual broadcaster service listed in the figures above—but access does not tell us how much people watch or which service they prefer.
What is changing on television sets beyond streaming apps?
YouTube is also taking a larger share of TV-set viewing. Ofcom reported average daily YouTube viewing on television sets of 19 minutes per person in 2025, up from 9 minutes in 2022. That is a viewing-time measure, unlike Barb’s household-access figures, and it adds another kind of video service to the competition for the big screen.
Quick wins for a faster PC:
Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →What does the 2026 regulation change mean for viewers?
In February 2026, the UK government announced implementation of the Media Act 2024, which brings designated video-on-demand services with more than 500,000 UK users under enhanced Ofcom regulation. The announcement described an implementation and consultation process for standards and accessibility codes, including proposed catalogue targets for subtitles, audio description and signing. It should not be read as meaning that every proposed code requirement was already fully in force at that point.
For viewers, the significance is that regulation is being extended to certain on-demand services, with accessibility and standards among the issues addressed. The rules apply to designated services meeting the threshold, rather than automatically to every online video service.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
