United Kingdom OTT Media Services Market, By Type (SVOD, AVOD, TVOD), By Video Quality (HD, Full HD, and Ultra HD), By Number of Screens (1, 2-3, more than 3), By Region, Competition, Forecast & Opportunities, 2020-2030F
United Kingdom OTT Media Services Market was valued at USD 14.34 billion in 2024 and is anticipated to grow USD 19.35 billion by 2030 with a CAGR of 5.18% during forecast period. The United Kingdom's OTT (Over-the-Top) media services market is experiencing significant growth, fueled by rising digital adoption, widespread high-speed internet access, and increasing consumer demand for on-demand content. Subscription-based video-on-demand (SVOD) services dominate, with major players like Netflix, Amazon Prime Video, and Disney+ competing against local platforms such as BBC iPlayer and NOW. The market is driven by original content investments, bundling strategies, and evolving consumer preferences. Ad-supported video-on-demand (AVOD) services are also gaining traction. Competition continues to intensify, leading to content diversification and enhanced user experiences, positioning the UK as a key player in the global OTT industry. In the UK, 16.7% of demand for series was for a BBC show, making it the only market in the report where the BBC held the top position. Notably, no other channel or platform in any of the covered markets came close to achieving such a significant market share.
Key Market Drivers
Increasing Digital Adoption and High-Speed Internet Penetration
One of the fundamental drivers of the UK OTT media services market is the widespread adoption of digital technologies and high-speed internet connectivity. With over 95% of UK households having access to the internet, broadband penetration remains one of the highest in Europe. The rollout of full-fiber broadband and the expansion of 5G networks have further accelerated streaming service consumption by enhancing video quality and reducing buffering times.
Smartphone adoption and the growing use of smart TVs, tablets, and connected devices also contribute to the increasing demand for OTT services. The ease of access to on-demand content anytime, anywhere, has shifted consumer viewing behavior from traditional television to digital streaming platforms. This digital transformation has enabled OTT providers to expand their user base, enhance engagement, and personalize content offerings through data-driven recommendations.
Key Market Challenges
Market Saturation and Subscription Fatigue
The UK OTT market is highly competitive, with multiple global and local players vying for consumer attention. While platforms like Netflix, Amazon Prime Video, and Disney+ dominate the landscape, local services such as BBC iPlayer, ITVX, and NOW also attract significant viewership. This has led to market saturation, where consumers are overwhelmed by the number of available streaming options.
As the number of streaming services increases, so does the cost burden on consumers. Many households subscribe to multiple platforms, leading to what is commonly referred to as “subscription fatigue.” According to industry trends, UK consumers are becoming more selective about their subscriptions, often canceling services that fail to provide consistent value. This poses a challenge for OTT providers, as retaining subscribers becomes increasingly difficult.
Key Market Trends
Increasing Demand for Live Sports Streaming
Sports streaming is becoming a key growth area in the UK OTT market, with more platforms securing exclusive broadcasting rights for live events. Traditionally, live sports have been dominated by traditional broadcasters such as Sky Sports and BT Sport, but OTT services are now challenging this model.
Amazon Prime Video has made significant inroads by acquiring rights to stream Premier League football matches, while DAZN continues to expand its presence in the UK sports streaming segment. The demand for direct-to-consumer (DTC) sports content is rising, driven by fans seeking flexible, on-the-go access to live events.
This trend is also pushing traditional sports broadcasters to adopt digital-first strategies. Sky Sports, for example, is increasingly integrating its content into streaming platforms, offering flexible online packages for consumers who prefer digital-only subscriptions. As competition for sports rights intensifies, streaming platforms are expected to invest more in exclusive live sports content.
Key Market Players
In this report, the United Kingdom OTT Media Services Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies presents in the United Kingdom OTT Media Services Market.
Available Customizations:
United Kingdom OTT Media Services Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:
Company Information
Key Market Drivers
Increasing Digital Adoption and High-Speed Internet Penetration
One of the fundamental drivers of the UK OTT media services market is the widespread adoption of digital technologies and high-speed internet connectivity. With over 95% of UK households having access to the internet, broadband penetration remains one of the highest in Europe. The rollout of full-fiber broadband and the expansion of 5G networks have further accelerated streaming service consumption by enhancing video quality and reducing buffering times.
Smartphone adoption and the growing use of smart TVs, tablets, and connected devices also contribute to the increasing demand for OTT services. The ease of access to on-demand content anytime, anywhere, has shifted consumer viewing behavior from traditional television to digital streaming platforms. This digital transformation has enabled OTT providers to expand their user base, enhance engagement, and personalize content offerings through data-driven recommendations.
Key Market Challenges
Market Saturation and Subscription Fatigue
The UK OTT market is highly competitive, with multiple global and local players vying for consumer attention. While platforms like Netflix, Amazon Prime Video, and Disney+ dominate the landscape, local services such as BBC iPlayer, ITVX, and NOW also attract significant viewership. This has led to market saturation, where consumers are overwhelmed by the number of available streaming options.
As the number of streaming services increases, so does the cost burden on consumers. Many households subscribe to multiple platforms, leading to what is commonly referred to as “subscription fatigue.” According to industry trends, UK consumers are becoming more selective about their subscriptions, often canceling services that fail to provide consistent value. This poses a challenge for OTT providers, as retaining subscribers becomes increasingly difficult.
Key Market Trends
Increasing Demand for Live Sports Streaming
Sports streaming is becoming a key growth area in the UK OTT market, with more platforms securing exclusive broadcasting rights for live events. Traditionally, live sports have been dominated by traditional broadcasters such as Sky Sports and BT Sport, but OTT services are now challenging this model.
Amazon Prime Video has made significant inroads by acquiring rights to stream Premier League football matches, while DAZN continues to expand its presence in the UK sports streaming segment. The demand for direct-to-consumer (DTC) sports content is rising, driven by fans seeking flexible, on-the-go access to live events.
This trend is also pushing traditional sports broadcasters to adopt digital-first strategies. Sky Sports, for example, is increasingly integrating its content into streaming platforms, offering flexible online packages for consumers who prefer digital-only subscriptions. As competition for sports rights intensifies, streaming platforms are expected to invest more in exclusive live sports content.
Key Market Players
- British Broadcasting Corporation (BBC)
- ITV Consumer Limited
- The Walt Disney Company
- Paramount
- MUBI UK Limited
- Channel Four Television Corporation (Channel 4)
- Sky UK Limited (Now)
- Amazon Digital UK Limited
- Apple Inc.
- WarnerMedia Direct, LLC
In this report, the United Kingdom OTT Media Services Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
- United Kingdom OTT Media Services Market, By Type:
- SVOD
- AVOD
- TVOD
- United Kingdom OTT Media Services Market, By Video Quality:
- HD
- Full HD
- Ultra HD
- United Kingdom OTT Media Services Market, By Number of Screens:
- 1
- 2-3
- More than 3
- United Kingdom OTT Media Services Market, By Region:
- England
- Scotland
- Wales
- Northern Ireland
Company Profiles: Detailed analysis of the major companies presents in the United Kingdom OTT Media Services Market.
Available Customizations:
United Kingdom OTT Media Services Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:
Company Information
- Detailed analysis and profiling of additional market players (up to five).
1. INTRODUCTION
1.1. Market Overview
1.2. Key Highlights of the Report
1.3. Market Coverage
1.4. Market Segments Covered
1.5. Research Tenure Considered
2. RESEARCH METHODOLOGY
2.1. Methodology Landscape
2.2. Objective of the Study
2.3. Baseline Methodology
2.4. Formulation of the Scope
2.5. Assumptions and Limitations
2.6. Sources of Research
2.7. Approach for the Market Study
2.8. Methodology Followed for Calculation of Market Size & Market Shares
2.9. Forecasting Methodology
3. EXECUTIVE SUMMARY
3.1. Market Overview
3.2. Market Forecast
3.3. Key Regions
3.4. Key Segments
4. VOICE OF CUSTOMER ANALYSIS
4.1. Brand Awareness
4.2. Factors Influencing Purchase Decision for Subscription
4.3. Brand Satisfaction
4.4. Challenges Faced Post Purchase of Subscription
5. UNITED KINGDOM OTT MEDIA SERVICES MARKET OUTLOOK
5.1. Market Size & Forecast
5.1.1. By Value
5.2. Market Share & Forecast
5.2.1. By Type Market Share Analysis (SVOD, AVOD, TVOD)
5.2.2. By Video Quality Market Share Analysis (HD, Full HD, and Ultra HD)
5.2.3. By Number of Screens Market Share Analysis (1, 2-3, more than 3)
5.2.4. By Regional Market Share Analysis
5.2.4.1. England Market Share Analysis
5.2.4.2. Scotland Market Share Analysis
5.2.4.3. Wales Market Share Analysis
5.2.4.4. Northern Ireland Market Share Analysis
5.2.5. By Top 5 Companies Market Share Analysis, Others (2024)
5.3. United Kingdom OTT Media Services Market Mapping & Opportunity Assessment
5.3.1. By Type Market Mapping & Opportunity Assessment
5.3.2. By Video Quality Market Mapping & Opportunity Assessment
5.3.3. By Number of Screens Market Mapping & Opportunity Assessment
5.3.4. By Region Market Mapping & Opportunity Assessment
6. UNITED KINGDOM SVOD OTT MEDIA SERVICES MARKET OUTLOOK
6.1. Market Size & Forecast
6.1.1. By Value
6.2. Market Share & Forecast
6.2.1. By Video Quality Market Share Analysis
6.2.2. By Number of Screens Market Share Analysis
7. UNITED KINGDOM AVOD OTT MEDIA SERVICES MARKET OUTLOOK
7.1. Market Size & Forecast
7.1.1. By Value
7.2. Market Share & Forecast
7.2.1. By Video Quality Market Share Analysis
7.2.2. By Number of Screens Market Share Analysis
8. UNITED KINGDOM TVOD OTT MEDIA SERVICES MARKET OUTLOOK
8.1. Market Size & Forecast
8.1.1. By Value
8.2. Market Share & Forecast
8.2.1. By Video Quality Market Share Analysis
8.2.2. By Number of Screens Market Share Analysis
9. MARKET DYNAMICS
9.1. Drivers
9.2. Challenges
10. MARKET TRENDS & DEVELOPMENTS
11. SWOT ANALYSIS
11.1. Strengths
11.2. Weaknesses
11.3. Opportunities
11.4. Threats
12. UNITED KINGDOM ECONOMIC PROFILE
13. COMPETITIVE LANDSCAPE
13.1. Company Profiles
13.1.1. British Broadcasting Corporation (BBC)
13.1.1.1. Company Details
13.1.1.2. Products & Services
13.1.1.3. Financials (As Per Availability)
13.1.1.4. Key Market Focus & Geographical Presence
13.1.1.5. Recent Developments
13.1.1.6. Key Management Personnel
13.1.2. ITV Consumer Limited
13.1.2.1. Company Details
13.1.2.2. Products & Services
13.1.2.3. Financials (As Per Availability)
13.1.2.4. Key Market Focus & Geographical Presence
13.1.2.5. Recent Developments
13.1.2.6. Key Management Personnel
13.1.3. The Walt Disney Company
13.1.3.1. Company Details
13.1.3.2. Products & Services
13.1.3.3. Financials (As Per Availability)
13.1.3.4. Key Market Focus & Geographical Presence
13.1.3.5. Recent Developments
13.1.3.6. Key Management Personnel
13.1.4. Paramount
13.1.4.1. Company Details
13.1.4.2. Products & Services
13.1.4.3. Financials (As Per Availability)
13.1.4.4. Key Market Focus & Geographical Presence
13.1.4.5. Recent Developments
13.1.4.6. Key Management Personnel
13.1.5. MUBI UK Limited
13.1.5.1. Company Details
13.1.5.2. Products & Services
13.1.5.3. Financials (As Per Availability)
13.1.5.4. Key Market Focus & Geographical Presence
13.1.5.5. Recent Developments
13.1.5.6. Key Management Personnel
13.1.6. Channel Four Television Corporation (Channel 4)
13.1.6.1. Company Details
13.1.6.2. Products & Services
13.1.6.3. Financials (As Per Availability)
13.1.6.4. Key Market Focus & Geographical Presence
13.1.6.5. Recent Developments
13.1.6.6. Key Management Personnel
13.1.7. Sky UK Limited (Now)
13.1.7.1. Company Details
13.1.7.2. Products & Services
13.1.7.3. Financials (As Per Availability)
13.1.7.4. Key Market Focus & Geographical Presence
13.1.7.5. Recent Developments
13.1.7.6. Key Management Personnel
13.1.8. Amazon Digital UK Limited
13.1.8.1. Company Details
13.1.8.2. Products & Services
13.1.8.3. Financials (As Per Availability)
13.1.8.4. Key Market Focus & Geographical Presence
13.1.8.5. Recent Developments
13.1.8.6. Key Management Personnel
13.1.9. Apple Inc.
13.1.9.1. Company Details
13.1.9.2. Products & Services
13.1.9.3. Financials (As Per Availability)
13.1.9.4. Key Market Focus & Geographical Presence
13.1.9.5. Recent Developments
13.1.9.6. Key Management Personnel
13.1.10. WarnerMedia Direct, LLC
13.1.10.1. Company Details
13.1.10.2. Products & Services
13.1.10.3. Financials (As Per Availability)
13.1.10.4. Key Market Focus & Geographical Presence
13.1.10.5. Recent Developments
13.1.10.6. Key Management Personnel
14. STRATEGIC RECOMMENDATIONS
14.1. Key Focus Areas
14.2. Target Type
14.3. Target Video Quality
15. ABOUT US & DISCLAIMER
1.1. Market Overview
1.2. Key Highlights of the Report
1.3. Market Coverage
1.4. Market Segments Covered
1.5. Research Tenure Considered
2. RESEARCH METHODOLOGY
2.1. Methodology Landscape
2.2. Objective of the Study
2.3. Baseline Methodology
2.4. Formulation of the Scope
2.5. Assumptions and Limitations
2.6. Sources of Research
2.7. Approach for the Market Study
2.8. Methodology Followed for Calculation of Market Size & Market Shares
2.9. Forecasting Methodology
3. EXECUTIVE SUMMARY
3.1. Market Overview
3.2. Market Forecast
3.3. Key Regions
3.4. Key Segments
4. VOICE OF CUSTOMER ANALYSIS
4.1. Brand Awareness
4.2. Factors Influencing Purchase Decision for Subscription
4.3. Brand Satisfaction
4.4. Challenges Faced Post Purchase of Subscription
5. UNITED KINGDOM OTT MEDIA SERVICES MARKET OUTLOOK
5.1. Market Size & Forecast
5.1.1. By Value
5.2. Market Share & Forecast
5.2.1. By Type Market Share Analysis (SVOD, AVOD, TVOD)
5.2.2. By Video Quality Market Share Analysis (HD, Full HD, and Ultra HD)
5.2.3. By Number of Screens Market Share Analysis (1, 2-3, more than 3)
5.2.4. By Regional Market Share Analysis
5.2.4.1. England Market Share Analysis
5.2.4.2. Scotland Market Share Analysis
5.2.4.3. Wales Market Share Analysis
5.2.4.4. Northern Ireland Market Share Analysis
5.2.5. By Top 5 Companies Market Share Analysis, Others (2024)
5.3. United Kingdom OTT Media Services Market Mapping & Opportunity Assessment
5.3.1. By Type Market Mapping & Opportunity Assessment
5.3.2. By Video Quality Market Mapping & Opportunity Assessment
5.3.3. By Number of Screens Market Mapping & Opportunity Assessment
5.3.4. By Region Market Mapping & Opportunity Assessment
6. UNITED KINGDOM SVOD OTT MEDIA SERVICES MARKET OUTLOOK
6.1. Market Size & Forecast
6.1.1. By Value
6.2. Market Share & Forecast
6.2.1. By Video Quality Market Share Analysis
6.2.2. By Number of Screens Market Share Analysis
7. UNITED KINGDOM AVOD OTT MEDIA SERVICES MARKET OUTLOOK
7.1. Market Size & Forecast
7.1.1. By Value
7.2. Market Share & Forecast
7.2.1. By Video Quality Market Share Analysis
7.2.2. By Number of Screens Market Share Analysis
8. UNITED KINGDOM TVOD OTT MEDIA SERVICES MARKET OUTLOOK
8.1. Market Size & Forecast
8.1.1. By Value
8.2. Market Share & Forecast
8.2.1. By Video Quality Market Share Analysis
8.2.2. By Number of Screens Market Share Analysis
9. MARKET DYNAMICS
9.1. Drivers
9.2. Challenges
10. MARKET TRENDS & DEVELOPMENTS
11. SWOT ANALYSIS
11.1. Strengths
11.2. Weaknesses
11.3. Opportunities
11.4. Threats
12. UNITED KINGDOM ECONOMIC PROFILE
13. COMPETITIVE LANDSCAPE
13.1. Company Profiles
13.1.1. British Broadcasting Corporation (BBC)
13.1.1.1. Company Details
13.1.1.2. Products & Services
13.1.1.3. Financials (As Per Availability)
13.1.1.4. Key Market Focus & Geographical Presence
13.1.1.5. Recent Developments
13.1.1.6. Key Management Personnel
13.1.2. ITV Consumer Limited
13.1.2.1. Company Details
13.1.2.2. Products & Services
13.1.2.3. Financials (As Per Availability)
13.1.2.4. Key Market Focus & Geographical Presence
13.1.2.5. Recent Developments
13.1.2.6. Key Management Personnel
13.1.3. The Walt Disney Company
13.1.3.1. Company Details
13.1.3.2. Products & Services
13.1.3.3. Financials (As Per Availability)
13.1.3.4. Key Market Focus & Geographical Presence
13.1.3.5. Recent Developments
13.1.3.6. Key Management Personnel
13.1.4. Paramount
13.1.4.1. Company Details
13.1.4.2. Products & Services
13.1.4.3. Financials (As Per Availability)
13.1.4.4. Key Market Focus & Geographical Presence
13.1.4.5. Recent Developments
13.1.4.6. Key Management Personnel
13.1.5. MUBI UK Limited
13.1.5.1. Company Details
13.1.5.2. Products & Services
13.1.5.3. Financials (As Per Availability)
13.1.5.4. Key Market Focus & Geographical Presence
13.1.5.5. Recent Developments
13.1.5.6. Key Management Personnel
13.1.6. Channel Four Television Corporation (Channel 4)
13.1.6.1. Company Details
13.1.6.2. Products & Services
13.1.6.3. Financials (As Per Availability)
13.1.6.4. Key Market Focus & Geographical Presence
13.1.6.5. Recent Developments
13.1.6.6. Key Management Personnel
13.1.7. Sky UK Limited (Now)
13.1.7.1. Company Details
13.1.7.2. Products & Services
13.1.7.3. Financials (As Per Availability)
13.1.7.4. Key Market Focus & Geographical Presence
13.1.7.5. Recent Developments
13.1.7.6. Key Management Personnel
13.1.8. Amazon Digital UK Limited
13.1.8.1. Company Details
13.1.8.2. Products & Services
13.1.8.3. Financials (As Per Availability)
13.1.8.4. Key Market Focus & Geographical Presence
13.1.8.5. Recent Developments
13.1.8.6. Key Management Personnel
13.1.9. Apple Inc.
13.1.9.1. Company Details
13.1.9.2. Products & Services
13.1.9.3. Financials (As Per Availability)
13.1.9.4. Key Market Focus & Geographical Presence
13.1.9.5. Recent Developments
13.1.9.6. Key Management Personnel
13.1.10. WarnerMedia Direct, LLC
13.1.10.1. Company Details
13.1.10.2. Products & Services
13.1.10.3. Financials (As Per Availability)
13.1.10.4. Key Market Focus & Geographical Presence
13.1.10.5. Recent Developments
13.1.10.6. Key Management Personnel
14. STRATEGIC RECOMMENDATIONS
14.1. Key Focus Areas
14.2. Target Type
14.3. Target Video Quality
15. ABOUT US & DISCLAIMER
