UK viewers are spending more on video entertainment, but almost half are frustrated by searching across multiple apps, according to TiVo’s latest UK Video Trends Report.
Respondents reported average monthly video spending of £82.38, up 11% from £73.99 in 2025. Daily viewing also increased, reaching 4.62 hours compared with 4.5 hours a year earlier.
However, 48.5% said browsing multiple apps to find something to watch annoyed them. More than three-quarters, 77.2%, use multiple apps during a typical viewing session, up from 64.2% in 2025.
The findings highlight the growing challenge of content discovery as households add more viewing sources. Respondents in England use an average of 8.64 video sources, compared with 7.67 in 2025 and 6.48 in 2024. Northern Ireland recorded the highest UK average at 9.64.
“People are investing more of their precious time and money in content, but they’re being forced to navigate an incredibly complex menu of apps, platforms and services just to find something to watch,” said Stéphane David, Head of Content Partnerships & Business Development, EMEA at TiVo.
“There’s a clear opportunity for the industry to give back to the viewer by simplifying the experience, bringing content together, making discovery more intuitive and helping viewers spend less time searching and more time enjoying more of the content they love.”
Broadcaster viewing is also shifting towards apps. The research found that more than 57% of time spent watching broadcaster television was through an app, up from 52% in 2025, with over-the-air viewing accounting for 43%.
Ad-supported services continue to gain ground. Among SVOD viewers, 57.2% use advertising-supported subscription tiers. Meanwhile, 57.6% of all respondents use free AVOD or FAST services, compared with 52.5% a year earlier. Those users regularly watch an average of 7.1 channels.
Despite the expanding choice, familiar programming remains important: more than four in ten viewing hours are spent rewatching programmes and films.
Smart TV ownership reached 79.9% among respondents, while 17.2% expected to buy a new set before the end of 2026.
