Polling organisation YouGov has published data shedding light on how frequently users of four major streaming platforms – Amazon Prime Video, Disney+, Netflix and Apple TV+ - tune in.
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.
Ed Tischler appointed Managing Director of NEP UK
NEP Europe has appointed Ed Tischler as Managing Director of NEP UK.
James Harding to deliver Edinburgh TV Festival’s MacTaggart Lecture
James Harding, the Editor-in-Chief of The Observer and founder of Tortoise Media, is to deliver this year’s The James MacTaggart Memorial Lecture, the flagship address of the Edinburgh TV Festival.
 16x9.png)
Disney and ITV strike streaming agreement
The Walt Disney Company and ITV have unveiled a first-of-its-kind initiative to carry a selection of shows from each other’s UK streaming services in a bid to attract new audiences.
IBC2025 Conference to tackle M&E industry’s business-critical challenges
Running across three days, from 12-15 September, the IBC2025 Conference is set to welcome visionary speakers, industry leaders and innovators to tackle some of the biggest talking points across the media and entertainment industry.
UKTV Chief Creative Officer Richard Watsham to depart
Richard Watsham, Chief Creative Officer at UKTV and Global Director of Acquisitions for BBC Studios/UKTV, is stepping down from his roles in September after a 14-year tenure in the business.
 10 (1).jpg)