New research shows stark differences in how adults use the leading streaming services.
Data from YouGov Profiles looked at how subscribers to Amazon Prime Video, Disney+, Netflix and Apple TV consumed the content.
A third (32%) of Prime Video subscribers say they watch once a week, with this number rising to 35% among those aged 55 and over. Another 29% overall report watching 2-3 times per week, making moderate use a clear trend across all age groups.
Daily engagement is strongest among younger viewers. Among 18-34s, 16% say they watch once a day and 8% watch several times a day, nearly a quarter using Prime Video daily (24%). This drops slightly with age, but even among the 35-54 group, 19% are daily viewers.
In contrast, while Disney+ attracts regular viewers of all ages, its most frequent users are younger adults. Among 18-34 aged adults, three in 10 say they watch daily (31%), split between 13% watching several times a day and 18% once a day.
The service also maintains a strong weekly presence among older viewers. Two in five of those aged 55+ watch once a week (39%), and 35% watch 2-3 times weekly, indicating steady engagement beyond its core youth demographic.
Netflix achieves “exceptional” daily engagement among 18-34s. Some 46% of this age group report watching daily, 15% several times a day and 31% once a day.
This strong daily engagement softens with age, but the platform still holds attention. Among 35-54 aged adults, 17% watch daily, while a third of those 55+ watch 2-3 times a week (33%). Across the board, more than 75% of Netflix users watch it at least weekly.
Apple TV+ shows striking generational contrasts in how it’s used. Among 18-34 aged adults, a third say they watch several times a day (33%) – the highest daily figure recorded across all platforms. Another 20% report watching once daily, making it a particularly active platform for younger audiences.
Among those aged 55 and over, usage leans toward structured weekly viewing. Two in five (40%) in this age group watch either once a week or 2–3 times a week, suggesting that while older viewers may not use the service daily, they still rely on it regularly.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. The data is for Great Britain, so excludes Northern Ireland.
