Step aside, Roku. TV sets and gaming consoles are the most popular streaming devices, at least in the U.K., anyway. While the Roku may be the top streaming device in the United States, U.K. residents appear to still prefer TVs (specifically, smart TVs) and gaming consoles.
In a recent white paper, U.K. SVOD research firm BARB shows that TV sets account for 30% of all TV viewing in the U.K. Meanwhile, gaming consoles, such as the PlayStation 4 and Xbox One, compromise 23% of devices used for TV viewing. BARB finds that internet set-top boxes like the Roku, Apple TV, or Amazon Fire TV only account for 8% of all devices.
BARB’s also reveals the continuing dominance of U.K. telecom Sky. According to the company’s data, Sky’s own set-top box comes in third place. A solid 11% of TV viewers utilize Sky’s set-top box as their preferred option.
U.K. Video Streaming Service Now TV Dominates
It’s not just the American-favored Roku that U.K. residents appear to be rejecting. Despite having much larger content libraries, neither Netflix nor Amazon Prime video is the most popular in the country. Instead, U.K.-born Now TV is the go-to option for U.K. families. An overwhelming 70% of U.K. households have a Now TV subscription. Amazon Prime subscriptions can be found in 51% of U.K. households, while only 22% have a Netflix account.
BARB has been collecting survey data on U.K. streaming habits since 2014. In that time, the company has recorded significant growth in the U.K. streaming market. BARB notes that the number of households subscribing to any SVOD service increased 24% year-over-year.
Sam Cook is a full-time content strategist by day, a part-time freelance content writer since 2015. In another life, he was a high school English teacher for nearly a decade. Based in sunny New Orleans, he writes long-form educational content on technology, including Insurtech, Fintech, HRtech, and content streaming. He loves whittling down complex ideas within these areas that make decisions easier for buyers. When he’s not reading books with his son Miles and playing video games with the family, you can find him immersed in his growing collection of Euro-style board games.