Almost a third of UK households stream via the internet as their primary way of watching film and TV, according to EY’s annual digital home report.
The survey of 2,500 consumers found that this figure jumps to 64 per cent for viewers aged 18-24.
However, 51 per cent said they mainly watch TV programmes from the five traditional channels, up from 46 per cent in 2017.
In addition, 24 per cent of households reportedly find it difficult to track content across services, platforms and apps.
The report said 38 per cent of households responded that they are more willing to put up with adverts on broadcast TV than streaming services, while 18 per cent agreed that they would pay a premium to stream catch-up TV without advertising.
Martyn Whistler, EY global lead media and entertainment analyst, said: “It’s no surprise the UK is becoming a nation of streamers, but our research shows just how enthusiastically households have embraced it.
“Over the next 12-18 months we will see the launch of new streaming services to further sate the UK’s appetite for content. In addition, younger age groups look to continue that trend with 63 per cent of 18-24 year olds believing they get better value from their streaming services than from pay-TV.
“However, reports of the demise of traditional TV seem a little premature,” he added. “Our research shows their popularity is undiminished, with viewers watching them more now than in previous years. The traditional channels are still the bedrock for household viewing and demonstrate the creative strength of the UK.”