Spotify has emerged as the UK’s most beloved streaming service for 2024, according to new analysis of Britons’ streaming habits. The service has seen its average subscriber listen to nearly 20 hours of content every month, solidifying its dominant position in the market.
The research, carried out by ultrafast broadband provider Trooli, revealed that Spotify led the way in usage, with listeners turning to the platform to stream millions of songs and podcasts. However, it was the surge in popularity of female musicians, including Taylor Swift and Sabrina Carpenter, that helped the service retain its crown.
Taylor Swift was once again the most-streamed artist in the UK for the second consecutive year, while rising star Sabrina Carpenter made waves on the streaming platform, achieving viral success. These breakthrough artists, alongside established names, drove much of Spotify’s usage throughout 2024, with young listeners showing a strong preference for the platform.
The study highlighted a generational divide in streaming preferences. Young listeners, particularly those aged 18 to 24, were responsible for a substantial share of Spotify’s audience. On average, this age group streamed 21.7 hours of content every month—four hours more than those aged 25 and above. A third of young users even surpassed the 30-hour monthly mark, showcasing a keen interest in music and podcasts.
In contrast, older listeners leaned towards Apple Music. Subscribers aged 45 and over spent an average of 20.5 hours on Apple Music each month, surpassing the 16.3 hours logged by the same age group on Spotify. Despite this, Spotify continued to dominate overall, with Apple Music coming in at a close second in terms of time spent listening.
In terms of the UK’s most popular streaming services overall, Spotify took the top spot with 19.5 hours per month, followed by SKY Sports (18.6 hours) and Netflix (18.5 hours). Other SKY TV channels also held a strong presence, recording an average of 18.1 hours of use per month, while Apple Music came in fifth with 17.9 hours of listening.
Andy Conibere, CEO of Trooli, commented on the findings: “With the ever-expanding options for streaming services and the availability of ultrafast broadband, UK users have never had so much choice when it comes to entertainment. Our data provides valuable insight into which services deliver the best value for money.”
Conibere also noted the growing influence of platforms like TikTok, which have propelled emerging artists to global recognition. “2024 was an incredible year for music, with TikTok catapulting new stars and Taylor Swift continuing to build a massive, dedicated fanbase. Spotify’s dominance in the streaming space is no surprise given these trends,” he added.
As the entertainment landscape continues to evolve, there is anticipation for another exciting year ahead, with streaming platforms remaining central to how UK audiences access content.
