UK: pay-TV and streaming video forecast 2024–2030

08 August 2025 | Research

Forecast report | PPTX and PDF (5 slides) | Video, Gaming and Entertainment

"The number of streaming subscriptions will grow to 70 million RGUs by 2030, and ad-supported tiers will account for 34% of this figure."

The streaming video market in the UK returned to growth in both revenue generating units (RGUs) and revenue in 2024, driven primarily by ad-subsidised services. Streaming subscriptions will grow to 70 million RGUs by 2030, with ad-supported tiers accounting for 34% of this number.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in the UK. It includes data on key metrics, describes key market developments and analyses operators’ strategies.

Geographical coverage and key metrics

Geographical coverage

Key metrics

Country modelled:

Companies discussed in this report

BT (EE)
Sky
TalkTalk
VMO2
Amazon
Disney+
Netflix

Revenue generating units (RGUs)
Retail revenue (spend)
Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

cable (CATV)
pay digital terrestrial TV (DTT)
satellite (DTH)
operator streaming video
third-party

Streaming video is split as follows

RGU and households
Retail revenue

Operator direct-to-consumer (D2C)
Third-party via operator sales channels
Third-party D2C

Ad-tier versus full-price tier

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