Heineken, in collaboration with Amazon, has launched ‘Pubscription’, described as the first streaming service for nights out. Currently being piloted in the UK, the new Fire TV experience applies the simplicity and personalisation of streaming to helping people find a pub or bar that matches their mood, invite friends and enjoy a free weekly Heineken or Heineken 0.0 together.
Poll shows demand for easier night-out discovery
In a poll of 2,000 UK adults, over a third (38%) say they would go out more often if discovering where to go was as easy as discovering something to watch, while almost half (46%) say they would be more likely to try somewhere new if they had recommendations tailored to their interests and mood.
Out of those who stream, more than two thirds (68%) do so after 6pm on weekends, rising to three quarters (76%) on weekday evenings. A quarter (28%) say they make spontaneous plans to meet friends much less often than they did five years ago. One in three (34%) say they value memories with friends and family most when going out and socialising, while more than half (53%) say having IRL conversations is one of the main reasons they value going out.
How the Pubscription app works
Developed in collaboration with Brand Innovation Lab, the creative arm of Amazon Ads, Pubscription allows users aged 18 and over to browse participating pubs and bars by “genre”, depending on the kind of night they’re after, from lively sports pubs to relaxed local hangouts with friends. Users can subscribe for free via the age-gated Pubscription app on Fire TV and redeem their weekly voucher on their smartphone. They can then invite friends to join them and discover new places together. Each month, subscribers will receive four vouchers, which can be redeemed for a Heineken or Heineken 0.0 at any participating Star Pub, with a limit of one redemption per week.
Nabil Nasser, Global Head of Heineken, said: “At Heineken, we believe life is better when it’s shared. But as our lives become increasingly digital, creating those moments of real-world connection has never felt more important. Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, discover a great pub and spend time with each other. Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together over a Heineken.”
Streaming habits and the push for real-world connection
Separately, Heineken commissioned Statista to supply global data on streaming and socialising between 2022 and 2025, which shows the ongoing rise in streaming. Globally, people spent more than two and a half hours a day streaming in 2025, compared with just half an hour socialising, showing how central digital entertainment has become to daily life. Annual content viewing hours reached 748 billion in 2025, up 33 billion year-on-year. In the UK, annual viewing hours grew from 7.7 billion in 2022 to 12.4 billion in 2025, reflecting the strength of streaming as a discovery service.
Pubscription aims to channel that same enthusiasm into discovering great nights out by applying the same model to nights out.
