Netflix has extended its lead over Amazon Instant Video in the UK, according to the latest Ofcom data.
The regulator’s annual ‘Communications Market Report’ also found that Now TV has begun to chase the current runner-up in the market.
The report found that 23 per cent of the television viewing population now watch Netflix, compared with Amazon’s seven per cent and Now TV’s four per cent.
In 2014, Netflix claimed 13 per cent, with Amazon holding five per cent and Now TV attracting just one per cent.
Nearly one-third (31 per cent) of Netflix viewers said they had subscribed to watch original shows, compared with 19 per cent for Amazon users and nine per cent for Now TV.
According to Ofcom, 26 per cent of UK adults watch paid on-demand services on a weekly basis in 2016, up from 18 per cent in 2014.
In total, it was found that the average UK consumer spends eight hours and 45 minutes daily using the internet and other communications services.