Nearly half of Britons typically stream content alone
April 5th, 2024, Janice Fernandes

Nearly half of Britons typically stream content alone

A new YouGov survey explores streaming habits in the UK, revealing who they stream content with, how often they’re rewatching the same shows and more. Faced with many streaming services, 71% of Britons report feeling overwhelmed by the sheer number of platforms available. This highlights the challenge of navigating the streaming landscape, where consumers must choose not only what to watch, but also where to watch it.

Despite feeling overwhelmed, Britons exhibit a preference for quick decision-making. Around two-fifths of respondents (40%) spend less than 10 minutes browsing through their options. However, over a quarter of people (28%) dedicate 10 to 30 minutes to choosing what to watch a potential sign that many struggle in picking their next show.

When it comes to who people watch streamed content within a typical week, many are streaming alone (48%). Still, many are choosing a communal experience for streaming. Family viewing retains its importance, with 38% enjoying shows together. Streaming with partners and significant others is also popular (32%), while co-viewing with friends, roommates, or colleagues is less common (10%).

Britons prefer a mix of comfort and novelty when choosing what to watch. Over two-fifths (45%) express a desire for both revisiting familiar favourites and exploring new titles. While 39% lean towards discovering new shows, only 10% solely favour rewatching content.

The survey delves further into behaviours around rewatching, revealing that 7% rewatch shows at least daily. More than a quarter (27%) rewatch TV shows once a week or more often. Notably, 40% of Britons say they rarely rewatch shows.

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Methodology: YouGov polled 700 British adults aged 18+ on March 1, 2024. The survey was carried out through YouGov Surveys: Self-serve.  Data is weighted by age, gender, education level, region, and social grade.. Learn more about YouGov Surveys: Self-serve.

Image: Getty Images