More and more adults in the UK are watching online pay-to-watch TV services, new figures have revealed.
According to the Office for National Statistics, 46 per cent of all British adults have watched streaming services such as Netflix, Amazon Prime Video and NOW TV in the last three months.
This is considerably higher than the figure from two years ago, when just 29 per cent of respondents had recently watched online pay-to-watch TV platforms.
According to Tom Harrington of Enders Analysis, this surge in popularity has led to the likes of Netflix having to adapt their programmes accordingly.
Speaking to BBC News, he said: "If you look at the breakdown of who is using these services, it's starting to bleed outside the younger tech-savvy audiences and getting traction among older groups as well.
"You can see that reflected in the types of programming being made available, with Netflix and others commissioning original shows pitched at more mature audiences."
Mr Harrington added that the online streaming market is set to become even more competitive, with the likes of Sky and Apple planning to move into this area in the near future.