Best streaming service in the UK

As well as being the most widely used streaming service in the UK, Netflix also offers one of the largest on-demand catalogues, with thousands of films and TV series available at any one time.

Prime Video and NOW are also strong alternatives, particularly for households that want a mix of entertainment, movies and live sport alongside on-demand box sets.

Meanwhile, streaming platforms integrated into Sky and Virgin Media TV services mean many customers now access multiple streaming apps through a single TV box, rather than choosing just one standalone service.

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At a glance: the best streaming platform

There are two broad types of streaming service available to households: standalone catalogue services such as Netflix, Prime Video and Disney Plus; and TV platforms from providers like Sky and Virgin Media that now deliver live and on-demand channels via internet-based streaming boxes.

Sky Stream and Virgin Stream, both launched in 2022, provide access to their full TV platforms over the internet using dedicated set-top boxes, without the need for a satellite dish or cable connection.

BT and EE TV also offer a streaming-based TV platform through the EE TV Box Pro, combining Freeview channels with apps such as Netflix, NOW and Prime Video, delivered over a broadband connection.

Here are the latest prices for Sky Stream, Virgin Stream and BT/EE TV:

Customers can add a range of premium channel packs to the above plans, with each provider offering access to major streaming apps such as Netflix, Prime Video, Sky Cinema, Sky Sports and TNT Sports, alongside free-to-air players including BBC iPlayer and ITVX.

There are still meaningful differences between the platforms. Sky Stream and Virgin Media TV overlap heavily, but Sky Stream currently offers the widest app support overall, including Apple TV+, Discovery+, Disney+ and Paramount+.

Virgin Media Stream misses out on Discovery+ and Peacock content, although customers did gain access to Paramount+ in May 2023 and Apple TV+ in November 2023.

BT and EE TV are also gradually catching up on app support via the EE TV Box Pro. While Disney+ is not currently supported, BT and EE customers can access Discovery+ and gained Paramount+ support in 2024, alongside Netflix, NOW, Prime Video and Apple TV+.

Which TV platforms support the most streaming services?

TV platforms now act as hubs for multiple streaming services, but app availability varies by provider. Some services are fully integrated with combined billing, while others require separate subscriptions or external devices. The table below shows which major streaming services are supported directly on Sky, Virgin Media and BT/EE TV platforms.

Peacock is no longer available as a standalone app in the UK. Instead, Peacock-branded content is integrated into Sky's TV platform and NOW's Entertainment Membership, appearing within channels such as Sky Comedy rather than a dedicated Peacock section.

Verdict: Sky currently offers the widest streaming coverage overall, combining the broadest range of third-party apps with exclusive access to Peacock content and the most seamless integration across live TV and on-demand viewing.

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Best streaming platforms

In the UK streaming landscape, a significant majority of households now subscribe to more than one service. According to Ofcom's Media Nations 2025 report, around 68% of UK homes subscribe to at least one video-on-demand service, and Netflix alone is present in close to six in every ten households - more than any other platform.

At the same time, many viewers now choose to access streaming services alongside live TV and on-demand channels through a single platform rather than subscribing to standalone apps one by one. This has helped drive the rise of combined streaming and TV devices such as Sky Stream, Virgin Stream and the EE TV Box Pro, all of which offer built-in access to multiple services in one place.

Unlike standalone streaming apps like Netflix, Amazon Prime Video and Disney+, these platforms combine traditional TV channels with a suite of on-demand services, making it easier for households to manage subscriptions and watch a wide range of content without switching devices.

Below we look at the strengths and differences of the leading streaming platforms available in the UK - including Sky Stream, Virgin Stream and BT/EE TV - to help you decide which is the best fit for your viewing habits and budget.

Sky Stream

Sky Stream is Sky's internet-delivered TV platform, designed to provide full access to Sky channels and on-demand services without the need for a satellite dish.

The technology first appeared on Sky Glass, which required customers to buy a Sky TV set. The launch of the Sky Stream puck in October 2022 made the platform far more accessible, allowing customers to use Sky Stream with any compatible TV.

Compared with Sky Q, Sky Stream is typically cheaper and simpler, while still offering access to the same core Sky channels and a wide range of integrated streaming apps.

Supported apps on Sky Stream include Netflix, Amazon Prime Video, Disney+, Apple TV+, Paramount+, Discovery+, BBC iPlayer, ITVX, Channel 4, My5, YouTube and Spotify, alongside Sky's own on-demand content.

Here's the latest pricing for Sky Stream:

Sky Stream comes with Netflix as standard, and customers can also add subscriptions to Disney Plus, Sky Cinema, Sky Sports, TNT Sports, and many other on-demand apps.

Read more in our Sky Stream review.

Virgin Media Flex

Virgin Media Flex is Virgin Media's current streaming TV platform, replacing the earlier Stream proposition.

Flex is only available to Virgin Media broadband customers and is designed as a low-commitment alternative to traditional pay TV bundles, allowing customers to add and remove streaming services and channel packs on a monthly basis.

Customers pay a £10 setup fee for the Virgin Media Stream box, followed by a £5 per month Flex subscription.

At its base level, Flex includes Freeview channels alongside free catch-up apps such as BBC iPlayer, ITVX, Channel 4, My5 and YouTube.

Customers can then add premium streaming services and channel packs on a rolling monthly basis, with all charges added to their Virgin Media bill. Available add-ons include Netflix, Disney+, Prime Video, Paramount+, Sky Sports and TNT Sports, depending on the customer's broadband package and eligibility.

Unlike Sky Stream, Flex does not bundle premium content by default. Instead, it acts as a flexible aggregation platform, giving customers control over which services they pay for and when.

Virgin Media Flex launched as part of Virgin Media's move toward contract-free TV streaming, following the earlier introduction of Virgin Stream in April 2022.

Here is the latest pricing for Virgin Media Flex with broadband:

To get the most from Virgin Media Flex, customers can add optional channel packs and streaming services on a monthly basis. Available add-ons include Essential Entertainment from £13.50 per month, as well as Netflix, Disney+, Sky Cinema, Sky Sports, TNT Sports and a Kids pack.

Uniquely, Virgin Media Flex offers a 10% bill credit on eligible add-on subscriptions, giving customers a small monthly saving when they subscribe to streaming services through Virgin Media rather than directly.

Read more about Virgin Media Flex and the Stream box in our full review.

BT / EE TV

BT TV, now sold and branded as EE TV, sits somewhere between a full bundled TV platform like Sky or Virgin Media and a more open smart TV setup like TalkTalk.

EE TV is built around the EE TV Box Pro, which combines Freeview channels, integrated streaming apps and traditional TV features such as pausing, rewinding and recording live TV.

Here is the latest pricing for BT/EE TV with broadband:

One of EE TV's key differentiators is its tight integration with NOW. Sky Atlantic and other NOW Entertainment channels are built directly into the platform, allowing customers to pause, rewind and record NOW channels - functionality that isn't available when using NOW as a standalone app.

Netflix is also integrated into EE TV plans. Netflix Standard with Ads is included at no extra cost with Entertainment, Big Entertainment and Full Works bundles, with discounted upgrades available to advert-free Standard or Premium tiers through the EE billing system.

EE TV also includes Discovery+ Entertainment at no extra cost, bringing factual and lifestyle content into the base TV experience in a similar way to Sky.

In recent years, EE has significantly improved its app support. The EE TV Box Pro now supports Apple TV+, Prime Video and Paramount+, closing much of the historical gap with Sky and Virgin Media.

However, there are still limitations. Disney+ remains a notable omission - the Disney+ app is not supported on the EE TV Box Pro, meaning customers must use a separate device such as a smart TV app, streaming stick or games console to access it.

Another change affecting the platform is the removal of the ability to record streamed BBC content. EE no longer supports recording BBC iPlayer streams to the EE TV Box Pro, aligning its functionality more closely with standalone streaming behaviour rather than traditional DVR-style options.

Unlike TalkTalk TV, EE TV is a bundled platform rather than a bring-your-own-apps model. However, unlike Sky and Virgin Media, EE still requires customers to take broadband alongside TV, and the long-term future of features like NOW recording remains uncertain.

Overall, EE TV is best suited to customers who want a hybrid experience: integrated Netflix and NOW with traditional recording features, without committing fully to Sky's ecosystem - but it is still less complete than Sky or Virgin Media when it comes to app coverage and comprehensive feature support.

TalkTalk TV

TalkTalk now offers a single TV option to its broadband customers: the Android-powered TV Hub.

TalkTalk TV costs £5 per month on top of a TalkTalk broadband plan and includes the Android TV Hub, Freeview channels, and access to standard catch-up services such as BBC iPlayer, ITVX, Channel 4 and My5.

Unlike Sky Stream, Virgin Media Flex or BT/EE TV, TalkTalk TV is not a bundled streaming platform. Instead, it functions more like a smart Freeview box running Android TV.

Streaming services such as Netflix, NOW, Disney+, Prime Video and others must be downloaded from the Google Play Store and paid for separately, directly with each provider. TalkTalk does not bundle, discount or integrate billing for streaming subscriptions.

NOW Boost is no longer included with TalkTalk TV. Customers who subscribe to NOW separately will need to pay the additional £6 per month if they want full 1080p HD streaming and ad-skipping.

Overall, TalkTalk TV is best suited to customers who want a low-cost Freeview-based TV setup with the flexibility of an Android TV interface, rather than an all-in-one TV and streaming bundle like those offered by Sky or Virgin Media.

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Best streaming services

Individual streaming services and on-demand apps include Netflix, Amazon Prime Video, Disney+, NOW and ITVX Premium (which incorporates much of the former BritBox catalogue).

Here's a quick look at how the main services compare in the UK:

Overall, Netflix is still the most universal "one subscription" option for households that want the widest spread of box sets and originals in one place.

However, for many viewers it's now less about picking a single winner and more about mixing one "main" service (often Netflix or Prime Video) with one or two specialist subscriptions such as Disney+ for franchises, or NOW for Sky Sports, Sky Cinema and Sky Entertainment-style channels.

Netflix

Best for: Original content

Netflix remains the most widely used subscription video-on-demand service in the UK.

According to Ofcom's Media Nations 2025 report, Netflix is present in nearly six in ten UK households, giving it a larger reach than any other individual streaming platform.

Netflix currently offers three main subscription tiers, with pricing and features varying by video quality, adverts, and the number of simultaneous streams.

Netflix introduced its lowest-cost Standard with ads plan in November 2022, replacing the older Basic tier for new customers.

At launch, the ad-supported plan streamed in 720p HD, but Netflix has since upgraded it to full 1080p HD, bringing picture quality in line with the Standard plan.

The original ad-free Basic plan has now been withdrawn for new subscribers, leaving Standard with ads as the cheapest way to access Netflix at £5.99 per month.

Customers who want an advert-free experience can upgrade to Netflix Standard, or to Netflix Premium for 4K Ultra HD viewing and support for more simultaneous streams.

Netflix has built its reputation on high-profile original series and films, and remains the only place to watch titles such as Stranger Things, Squid Game, The Crown, The Witcher, Bridgerton and many others.

Alongside originals, Netflix maintains a large rotating catalogue of licensed content, regularly adding well-known film franchises and box-set collections.

That scale can be a drawback for some viewers, as finding something to watch can involve a fair amount of browsing. Netflix's recommendation system helps narrow choices, but scrolling fatigue is still common.

Netflix also benefits from tight billing and platform integration with Sky TV, BT TV and Virgin Media TV, alongside near-universal support across smart TVs, streaming sticks, consoles and set-top boxes.

Potential downsides include regular price increases on higher-tier plans and the fact that Netflix no longer offers a free trial.

Read more about the best ways to get Netflix on TV.

Amazon Prime Video

Best for: Entertainment bundled with shopping and live sport

Amazon Prime Video is included with an Amazon Prime membership, which costs £8.99 per month or £95 per year and also bundles benefits such as free delivery, Amazon Music (with limits), and Prime Reading.

Prime Video has become one of the most widely used streaming services in the UK, with Ofcom estimating that just under half of UK households have access through an Amazon Prime subscription.

One of Prime Video's biggest differentiators is live sport. Amazon holds the UK rights to a package of exclusive Premier League football fixtures each season, as well as ATP and WTA tennis coverage, making it particularly attractive to sports fans who don't want a full Sky or TNT Sports subscription.

Alongside sport, Prime Video offers a growing catalogue of original series and films, including The Wheel of Time, Reacher, The Boys, Outlander and Hanna. As with Netflix originals, these titles are exclusive to the platform.

However, Prime Video has increasingly shifted towards a marketplace-style model. While a Prime subscription unlocks a core catalogue, the interface heavily promotes additional paid options, including:

• Film and TV rentals and purchases
• Premium channel subscriptions via Amazon Channels
• Third-party apps such as Paramount+, Discovery+, MGM+, Crunchyroll, Hayu and others

This means customers are frequently prompted to pay extra, even when browsing shows that appear alongside included Prime content. It's not uncommon for earlier seasons of a series to be included, while later seasons require separate payment.

In early 2024, Amazon also introduced adverts into Prime Video as standard. Customers who want an ad-free experience must now pay an additional £2.99 per month on top of their Prime subscription.

On the plus side, Prime Video includes HD and Ultra HD streaming at no extra cost where available, and supports Dolby Vision and Dolby Atmos on compatible devices. App support is also excellent across smart TVs, streaming sticks, consoles and set-top boxes.

Overall, Amazon Prime Video offers strong value as part of the wider Amazon Prime bundle, particularly for households that already use Amazon regularly or want occasional live sport. However, as a pure streaming experience, it feels more commercially driven and less focused than Netflix, with a growing emphasis on upselling rather than included content.

NOW TV

Best for: Sky content without a long-term contract

NOW is one of the UK's smaller major streaming platforms, with Ofcom estimating that around 7% of households subscribe. Its appeal lies less in scale and more in exclusivity.

NOW is owned by Sky, and its memberships effectively unbundle Sky TV into standalone streaming passes. Content is drawn directly from Sky's channel portfolio and split across four main memberships:

While taking all memberships would cost close to £60 per month, most customers mix and match just one or two, such as Entertainment and Cinema, or Sports on its own.

Where NOW becomes more complicated is video quality and adverts. By default, NOW streams in 720p HD, includes adverts, and allows viewing on just one device at a time.

To unlock the full experience, customers must add a Boost tier:

• NOW Boost (£6 per month) - removes adverts on most on-demand content, upgrades streams to full 1080p HD with surround sound, and allows up to three simultaneous streams
• NOW Ultra Boost (£9 per month) - adds Ultra HD (4K) and Dolby Atmos on supported content and devices

This tiered approach means NOW can feel deceptively cheap at headline prices, but significantly more expensive once customers upgrade to match the viewing quality offered as standard on platforms like Sky Stream.

NOW works best on smart TVs, streaming sticks, consoles and set-top boxes. Browser-based viewing remains relatively basic, with fewer controls and a less polished experience.

Overall, NOW is the easiest way to access Sky's most sought-after content without committing to Sky TV, particularly for short-term viewing or specific shows. However, once Boost or Ultra Boost is added, the pricing gap between NOW and Sky's entry-level TV plans narrows considerably.

Disney Plus

Best for: Family-friendly films and franchise TV

Disney Plus launched in the UK in March 2020 and quickly established itself as one of the country's major streaming platforms. Recent Ofcom data suggests around a quarter of UK households now subscribe to Disney+.

Disney+ remains one of the strongest options for family viewing, bringing together content from Disney and Pixar alongside dedicated hubs for Marvel and Star Wars.

Beyond its family appeal, the service also includes documentaries from National Geographic and a broad range of adult-focused drama and comedy through the Star hub, significantly widening its appeal beyond children's programming.

Like Netflix and Prime Video, Disney+ now uses a tiered pricing structure. The cheapest plan includes adverts, while higher-priced Standard and Premium tiers offer advert-free viewing, higher resolutions, and additional features such as increased simultaneous streams.

Disney has also taken a more flexible approach to distribution in recent years. Selected Disney-owned content now appears on ITVX, while some ITV programmes are surfaced within Disney+, extending reach beyond a single platform without replacing the core Disney+ catalogue.

In the UK, Disney+ can be billed directly through Sky TV and Virgin Media TV, simplifying payments for customers who prefer a single monthly bill.

Disney+ is still not available as a native app on the BT / EE TV Box Pro, although customers can access it via compatible smart TVs, streaming sticks, games consoles or external devices.

Read more in our guide to how to get Disney Plus on TV.

ITVX

Best for: Free British TV and exclusive UK originals

ITVX replaced BritBox as ITV's main streaming platform in 2022, bringing together ITV's catch-up service with a much larger on-demand catalogue and a growing slate of exclusive originals.

Unlike most paid streaming services, ITVX offers a substantial free tier supported by adverts. This includes current ITV programmes, box sets, films and a rotating library of drama, reality and factual content.

For viewers who want an ad-free experience, ITVX Premium removes adverts and also includes access to additional content, including selected films and shows that were previously part of BritBox.

ITVX has positioned itself as the home of modern British drama, with originals such as A Spy Among Friends, Nolly, Litvinenko and Mr Bates vs The Post Office helping it stand out from traditional catch-up services.

Because ITVX focuses heavily on UK-made content, it works best as a complement to larger international platforms like Netflix or Prime Video rather than a complete replacement.

ITVX is widely supported across smart TVs, streaming sticks and set-top boxes, and is included as a standard app on platforms from Sky, Virgin Media and BT / EE TV.

Best of the rest

Our top streaming services above cover most viewing needs, from blockbuster films and box sets to sport, kids' content and originals.

However, there are several other streaming services worth being aware of, particularly free broadcaster platforms that many households use alongside paid subscriptions.

Discovery+

Best for: Factual content and TNT Sports

Discovery+ is a UK streaming service focused primarily on documentaries, factual programming and live sport. It brings together content from channels such as Discovery, TLC, Quest, Really, Animal Planet and Eurosport, alongside a growing range of original programmes.

The service is now structured around three clear tiers:

• discovery+ Entertainment - £3.99 per month. Includes the full on-demand entertainment catalogue plus selected live channels from Discovery, TLC, Quest and related brands.
• discovery+ TNT Sports - £30.99 per month. Focused on live sport from TNT Sports, including Premier League football, Champions League, Europa League, Premiership Rugby, MotoGP and UFC.
• discovery+ TNT Sports & Entertainment - £33.99 per month. Combines the full entertainment catalogue with all TNT Sports channels.

Discovery+ is particularly strong for viewers interested in real-world programming such as nature, science, lifestyle and true crime, as well as major live sporting events. It also includes Eurosport coverage, making it a popular option for cycling, tennis Grand Slams and winter sports.

Many customers don't need to subscribe directly. Sky, Virgin Media and BT/EE TV all include Discovery+ Entertainment with selected TV bundles, significantly reducing the cost for households already paying for pay TV.

While Discovery+ doesn't compete with Netflix or Prime Video on scripted originals, it works well as a complementary service - particularly when bundled - offering specialist content that's hard to find elsewhere.

Read more in our guide to discovery+ and where to watch it.

Paramount+

Best for: US drama and originals

Paramount+ is a growing UK streaming service focused primarily on US drama, original series and films from the Paramount, Showtime and CBS catalogues. It brings together content from brands including Paramount Pictures, Showtime, CBS, MTV, Comedy Central and Nickelodeon under a single subscription.

In the UK, Paramount+ is offered across multiple subscription tiers, allowing viewers to choose between a lower-cost ad-supported option and higher-priced ad-free plans with additional features.

• Paramount+ with ads - from £4.99 per month. Includes access to the full on-demand catalogue with advertising and more limited device and feature support.
• Paramount+ Standard - from £7.99 per month. Ad-free on-demand viewing (excluding any live channels), with downloads and support for multiple devices.
• Paramount+ Premium - from £10.99 per month. Adds 4K Ultra HD and HDR where available, along with increased simultaneous streams.

Rather than competing directly with Netflix or Prime Video on sheer volume, Paramount+ centres its appeal around premium US drama and franchise-led originals.

Key titles on the service include Yellowstone, 1923, Tulsa King, Mayor of Kingstown, Halo, Star Trek: Strange New Worlds and The Offer, alongside a growing library of films and box sets.

Paramount+ has secured the UK rights to broadcast live UEFA Champions League football from the 2027/28 season onwards. Until those rights begin, the service in the UK remains focused on on-demand entertainment rather than live European club football.

For many households, the easiest way to access Paramount+ is through a pay TV bundle. The service is included at no extra cost for Sky TV customers who subscribe to the Sky Cinema pack.

While Paramount+ does not yet match Netflix or Prime Video on overall catalogue size, it works well as a complementary streaming service - particularly for fans of US drama - and offers strong added value when bundled into a wider TV package.

Apple TV+

Best for: High-quality original series

Apple TV+ is Apple's subscription streaming service and focuses almost entirely on exclusive Apple Originals rather than a large licensed back catalogue. While it reaches a much smaller audience than Netflix or Prime Video, it has built a reputation for premium, well-produced drama, comedy and documentary series.

In the UK, Apple TV+ is available on a single subscription plan:

Unlike most other streaming services, Apple TV+ does not charge extra for Ultra HD or restrict features by tier. All subscribers get the same access, including 4K Ultra HD and HDR where available.

A key route to Apple TV+ adoption remains hardware bundling. Customers who buy eligible Apple products such as iPhones, iPads, Macs or Apple TV devices often receive several months of Apple TV+ included at no extra cost.

Subscriptions can be shared with up to five additional family members using Apple Family Sharing, and all content can be downloaded for offline viewing.

The Apple TV app also acts as a content hub, allowing users to access other streaming services and broadcaster apps in one place, including BBC iPlayer, ITVX and add-on subscriptions such as Acorn TV and STARZ, although these require separate subscriptions.

The main limitation of Apple TV+ is scale. While many of its originals - such as Ted Lasso, Severance, The Morning Show, Slow Horses and For All Mankind - are critically well regarded, the service offers far less overall content than larger platforms. Its value depends heavily on whether viewers are interested in its specific slate of flagship shows.

Broadcaster streaming services

According to Ofcom's Media Nations 2025 report, broadcaster video-on-demand services such as BBC iPlayer and ITVX remain a major part of how people watch TV in the UK. Viewing via broadcaster on-demand apps has now overtaken recorded TV viewing, even as overall time spent watching traditional broadcast TV continues to decline.

While Ofcom's most recent report focuses on viewing trends rather than publishing fresh household-by-household reach figures for each individual service, the table below shows the latest reported usage levels for the UK's main free broadcaster streaming platforms. These figures illustrate how widely used these services remain alongside paid streaming subscriptions.

These services are particularly strong for catch-up viewing and recently broadcast programmes, with selected box sets and archive content rotating in and out over time. While they don't typically replace paid streaming platforms for depth of catalogue, they remain a core part of UK viewing habits and are used regularly alongside services such as Netflix, Prime Video and Disney+.

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How to choose the best streaming service

Streaming services are no longer chosen purely on popularity or catalogue size. Most UK households now subscribe to more than one service, often mixing a large general platform such as Netflix or Prime Video with more specialised services like Disney+ or NOW.

As a result, the question is less "which streaming service is biggest?" and more "which services fit how you actually watch TV?".

Key factors that tend to matter most to viewers today include:

• Content focus - original dramas, films, sport, family content, or box sets
• Pricing structure - ad-supported tiers, premium upgrades, and bundle discounts
• Platform support - whether the service integrates cleanly with Sky, Virgin Media or BT/EE TV
• Viewing habits - live TV vs on-demand, downloads, simultaneous streams, and picture quality

Large services such as Netflix and Prime Video tend to work best as everyday, all-round platforms, while others are often used more tactically - for example subscribing to NOW for a specific Sky Atlantic series, or Disney+ for family viewing.

Bundling has also become increasingly important. Netflix, Prime Video, Discovery+ and Paramount+ are now frequently included or discounted when taken alongside TV and broadband packages from Sky, Virgin Media and BT/EE, changing the value equation compared with subscribing directly.

The sections below therefore focus on how each streaming service performs in real-world use - what it's best for, how much it costs, and how well it fits into modern TV setups - rather than relying on static popularity or satisfaction rankings that can quickly fall out of date.

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Verdict: Which is the best streaming service?

Netflix remains the strongest standalone streaming service for sheer catalogue size, ease of use and device support. However, with most UK households now taking two or more subscriptions, the way services are bundled and accessed is often more important than choosing a single app.

Sky Stream is the most complete streaming-based TV platform overall. Sky's newer entry-level plan, Sky Essential TV, is effectively designed as a low-cost streaming bundle, combining Sky Atlantic with Netflix and Discovery+ Entertainment rather than offering a full traditional TV line-up.

That makes Sky Essential one of the cheapest ways to access a small number of major streaming services on the big screen, while still keeping the option to upgrade later to wider entertainment, cinema or sports packs. For viewers who want premium drama alongside mainstream streaming apps, Sky Stream remains the most polished all-in-one platform.

Virgin Media Flex takes a more modular approach. Rather than bundling streaming services by default, Flex lets customers add and remove subscriptions and channel packs individually, including Netflix, Prime Video, Disney Plus, Sky Cinema, Sky Sports and TNT Sports. The 10% bill credit on add-on subscriptions provides a small ongoing saving for customers who manage their streaming through Virgin Media.

In practice, Sky is better suited to viewers who want a curated bundle built around premium drama and mainstream streaming, while Virgin Media Flex appeals to households that prefer to assemble their own mix of services with minimal long-term commitment.

Want to stream without buying a new TV? See our guide to the best smart TV sticks.

If you mostly watch on the move, you may also want to check which mobile networks offer streaming-friendly data plans.