In 2025, U.K. streaming audiences demonstrate distinct viewing behaviours shaped by selective subscription practices and strong genre preferences, with drama comprising 57% of the top U.K. streaming shows and Netflix producing the lion’s share.
Today's audiences have spoken clearly: they want on-demand access, culturally relevant content, and genre-driven programming. This presents opportunities for marketers to achieve efficient reach through understanding specific viewing patterns.
Download Samba TV's new U.K. State of Streaming report to discover actionable insights for your 2026 media strategy, including:
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