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
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Digital Market Outlook: users of video-on-demand in the UK 2021, by income
Concerning the three selected segments, the segment high income has the largest share of video-on-demand users in the United Kingdom with percent. Contrastingly, low income is ranked last, with percent. Their difference, compared to high income, lies at *** percentage points.
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ÌÇÐÄÆƽâ°æ. (December 9, 2024). Distribution of video-on-demand users in the United Kingdom (UK) in 2021, by income [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/460589/digital-video-users-income-digital-market-outlook-uk/
ÌÇÐÄÆƽâ°æ. "Distribution of video-on-demand users in the United Kingdom (UK) in 2021, by income." Chart. December 9, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/460589/digital-video-users-income-digital-market-outlook-uk/
ÌÇÐÄÆƽâ°æ. (2024). Distribution of video-on-demand users in the United Kingdom (UK) in 2021, by income. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/460589/digital-video-users-income-digital-market-outlook-uk/
ÌÇÐÄÆƽâ°æ. "Distribution of Video-on-demand Users in The United Kingdom (Uk) in 2021, by Income." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 9 Dec 2024, /statistics/460589/digital-video-users-income-digital-market-outlook-uk/
ÌÇÐÄÆƽâ°æ, Distribution of video-on-demand users in the United Kingdom (UK) in 2021, by income ÌÇÐÄÆƽâ°æ, /statistics/460589/digital-video-users-income-digital-market-outlook-uk/ (last visited July 28, 2026)
Distribution of video-on-demand users in the United Kingdom (UK) in 2021, by income [Graph], ÌÇÐÄÆƽâ°æ, December 9, 2024. [Online]. Available: /statistics/460589/digital-video-users-income-digital-market-outlook-uk/
