Digital Market Outlook: UK video-on-demand users by income 2021

Concerning the three selected segments, the segment high income has the largest share of video-on-demand users in the United Kingdom with 35.74 percent. Contrastingly, low income is ranked last, with 28.94 percent. Their difference, compared to high income, lies at 6.8 percentage points.

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Distribution of video-on-demand users in the United Kingdom (UK) in 2021, by income

Characteristic	Share of users
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Release date

December 2024

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Region

United Kingdom

Survey time period

Jan 1st to Dec 31st 2021

Supplementary notes

Income is defined as personal net income and is divided into three categories:
- Low income is defined as the country-specific bottom third of the personal income allocation.
- Medium income is defined as the country-specific average third of the personal income allocation.
- High income is defined as the country-specific top third of the personal income allocation.

Video-on-Demand is defined as premium over-the-top Video-on-Demand (VoD) content, distributed over the internet. This includes three fee-based business models: firstly, rentals as a single transaction or pay-per-view (Transactional-VoD or TVoD), second, rentals as subscription-based services (Subscription-VoD or SVoD) and third, digital purchases via download or permanent cloud-storage (video downloads, also named electronic-sell-through or EST). Ad-supported content and services as well as amateur video contents are not included.
Further information on methodology can be found here.

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