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The UK’s digital entertainment sector generated £13.3 billion in revenue in 2025, growing seven times more than the wider economy.
This all comes from a shift in how adults spend their free time. Back in 2021, they spent 6.7 hours per day on digital entertainment. According to the S&P Global’s 2026 Consumer Insight Survey, this figure is now 9 hours per day.
With that much time (and money) at stake, entertainment platforms have started a war for your attention. They understand its value and will do whatever it takes to get you onto their services and to remain there.
What We’re Seeing
Those in the entertainment sector are trying to streamline the process from interest to customer. They want to flood us with deals that get us onto their platforms effortlessly, via free trials or special deals, and let the content sell itself.
Naturally, this promotional model has become a go-to for many in the entertainment business. Streaming does it with discounted tiers and free trials. Cinema does it with partner deals and unlimited movies. Recently, though, we’ve seen online casinos perform a similar tactic.
Betfair, for example, now offers welcome packages like 50 free spins with no deposit required. This gives users a completely risk-free way to explore the platform before committing any money. These new player offers Betfair runs are designed to do the same thing these other entertainment businesses are doing: remove the upfront cost and let the experience do the convincing.
The list of companies in the sector performing such practices goes on and on. Spotify offers a free tier plus a 1-month free trial for its Premium package. YouTube Premium also offers a 1-month free trial. Again and again, it follows this “try before you commit” type of strategy.
The Streaming Price War
Pricing and free trials have become a strong selling point in the streaming world. Netflix’s ad-supported tier starts at just £5.99 a month. Disney+ offers begin from £4.99, with Tesco Clubcard holders getting 50% off the first three months. Apple TV+ offers a 7-day free trial, and Amazon Prime offers a 30-day free trial for new members.
The mentioned are just a few examples as well. Almost every business in the digital entertainment sector is offering such a promotion. Over time, these will only get better, also. We’re already seeing this. Back in 2021, the most affordable Netflix subscription was £9.99. Now, however, it’s £5.99 with ads.
It’s clear what these streaming services are trying to do. They want to get users through the door as cheaply as possible and just let the content do its work. The way they’re doing this varies. However, it usually consists of discounted pricing, unique partnerships, or extended free trials.
Cinema Fights Back
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Cinemas are following a similar playbook to streaming services. ODEON’s myLimitless memberships start at £14.99 per month. With this scheme, subscribers get unlimited films, 10% off food, and access to advanced screenings. Cineworld’s Unlimited package starts at £12.99 and works alongside Meerkat Movies for 2-for-1 tickets on Tuesday and Wednesday.
These subscription-based models mirror exactly what streaming services have been doing for years. They see the value in a monthly commitment. Therefore, to get customers to make monthly payments, they offer perks, like 2-for-1 tickets or 10% off food, which aren’t attainable any other way.
Similar to streaming services, subscription deals at cinemas have gotten better. This is due to competition and the need to acquire your attention and money. Cineworld’s package, for example, has changed massively over the years. Think of their Black Card perk. Subscribers used to access this after 12 months of being a member; this is now only 3 months.
What This Means for Consumers
The level of competition when it comes to attracting and retaining consumers means more choice, lower entry costs, and better experiences. As they compete for our attention, we’ll only benefit from unique perks and better pricing tiers as loyal customers.
We’ve already seen this in action as well. Consider the examples we’ve mentioned above. Cineworld has decreased its ticket price and increased the perks over the years. Netflix has done something similar. They’ve managed to find a way to make their services more affordable by adding advertising breaks.
It’s simple. More competition equals more deals for us as consumers. Those in the industry will have to develop new and unique ways to get us onto their platforms, which, ultimately, will benefit us one way or another.
