Who streams more: Americans or British viewers?
Who streams more: Americans or British viewers?
A new survey from Bango has fascinating insights about American streaming audiences, as well as those across the pond.
Much is made about how Americans consume streaming and TV, but are they the most voracious audience in the world? That’s the question posed by a new survey from Bango, which examined the TV watching habits of British audiences and those in other European countries. The survey found that while Britons stand far above their European counterparts, American audiences are still the hungriest for streaming content.
Key Details:
- Binge watch galore: More than 10% of British viewers watch 60 full days of streaming content every year.
- Leading Europe: British audiences stream more than those in Spain, Italy, France, and Greece.
- American leadership: Despite these numbers, U.S. audiences are still streaming more video overall.
Bango’s survey gathered insights from 40,000 customers in the United Kingdom. It shows that 34% of British viewers spend two hours or more per day watching streaming services, and that 13% consume more than 1,400 hours per year — the equivalent of 60 full days of streaming video from services like Disney+, Netflix, and Prime Video.
The 34% of British audiences who watch more than two hours of streaming per day is higher than Spain (29%), Italy and France (21% each), and Greece (18%). Streaming video is now the top digital habit in the U.K., overtaking music, TikTok, and social media.
Gen Z is watching the most streaming of any age group in the U.K.; 40% of Gen Z respondents said they watch more than two hours daily. Gen X are still paying for these streaming subscriptions, as 62% of this age group report covering the cost of streaming services.
While the U.K. may lead Europe in streaming consumption, its viewers in the United States are still pacing the globe. Forty percent of Americans watch at least two hours of streaming content daily, and 18% report watching more than four hours per day.
In addition to paid streaming subscriptions, 23% of Gen Z Americans say they pay for a premium social media platform. In all, the average American pays for 5.4 subscriptions total, but two of those are typically paid for as part of a bundle, showing the increased need for value when stacking streaming services, thanks to rising prices.
“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,” CEO of Bango, Paul Larbey, said. “This is increasingly common in the U.S., and we can expect to see a similar trend in the U.K. The rise of services like Snapchat+ in telco bundles shows how packaging and flexibility are now just as important as content itself.
Disney+
Disney+ is a video streaming service with over 13,000 series and films from Disney, Pixar, Marvel, Star Wars, National Geographic, The Muppets, and more. It is available in 61 countries and 21 languages. It is notable for its popular original series like “The Mandalorian,” “Ms. Marvel,” “Loki,” “Obi-Wan Kenobi,” and “Andor.”