Julia Stoll
Research expert covering TV and video media
Pay TV in the United Kingdom (UK) - statistics & facts
Television programs are one of the UK's most lucrative cultural exports, with series like "Doctor Who" or "Downton Abbey" being enjoyed by millions of fans across the globe. But even though there is no question regarding the quality of the offerings, it is also true that the pay TV industry in the United Kingdom is facing continuous challenges. Despite remaining one of the largest pay TV markets in Europe, a forecast suggests that the UK's number of pay TV subscribers will drop by over two million within the next six years, reaching an estimated 11 million by the end of 2029. A similar downward trend can also be spotted across most of Europe's pay TV landscape, as new and exciting video entertainment options and online streaming alternatives enter the market each year.
Sky is by far leading the industry
Data on the top TV broadcasters in the UK revealed that Sky was among the leading subscription-based providers based on audience share in early 2024. The Comcast-owned broadcaster and telecommunications company has been a staple of the UK's media scene for over three decades. In addition to drawing millions of viewers across the UK, Sky also continues to make its mark on other European television markets, having around 17.85 million customers across the UK and Italy in 2023. One of the main appeals of the service is its range of sports and entertainment packages, which offer anything from the latest blockbusters to Premier League and other soccer matches live and on-demand. In addition to that, Sky maintains exclusive rights to HBO programs in the UK and other European countries.VOD alternatives: on-demand and on the pulse of time
The cord-cutting wave continues to sweep through the UK and various other European markets. Today's digitally savvy audiences no longer want to be tied to fixed broadcast schedules or expensive contracts, and while some viewers opt to supplement their pay TV bundles, others cancel their subscriptions altogether. Data showed that non-linear streaming alternatives such as Netflix have become particularly popular with UK audiences as they offer unlimited video content and exclusive releases around the clock. Between 2014 and 2023, the number of Netflix households in the UK more than quintupled, standing at 16.7 million in the first quarter of 2024. Amazon Prime Video and Disney+ also reported millions of subscribers, despite small declines and stagnation being recorded recently. On the other hand, TV broadcasters offer their content on-demand to retain audiences and remain somewhat competitive, demonstrating even more that online video options have become indispensable in today’s entertainment market, and are increasingly replacing traditional pay TV networks.
