Bath Emerges as UK's Streaming Capital in Major Film Consumption Study
British adults are now watching more than four full days of movies every year, with streaming services driving this dramatic increase in home viewing according to comprehensive new research. A nationwide poll of 2,000 people has revealed that the average adult watches approximately 60 films annually, with each film averaging one hour and forty minutes in length.
This substantial viewing time totals nearly 6,000 minutes per person each year, equivalent to over 100 hours of cinematic content consumed primarily from the comfort of home. The study, commissioned by telecommunications provider EE ahead of the upcoming EE BAFTA Film Awards on February 22nd, provides unprecedented insights into Britain's evolving film-watching habits.
Bath's Surprising Dominance in Streaming Data
Perhaps the most striking finding from EE's streaming data analysis reveals that the historic city of Bath has emerged as Britain's undisputed cinephile capital. Residents of this picturesque Somerset city stream more films per person than any other town or city across the United Kingdom.
Bath's cinematic credentials extend beyond mere consumption, with its iconic Georgian architecture, famous Royal Crescent, and picturesque streets having provided the backdrop for numerous beloved films including Wonka, The Remains of the Day, and Les Misérables.
Kelly Engstrom, spokesperson for EE and Plusnet, commented: "Film possesses an extraordinary ability to unite people, and our data clearly demonstrates that in Bath this passion for cinema runs particularly deep. We're committed to enhancing connections between film enthusiasts and emerging talent, which is why we're expanding accessibility to the EE BAFTA Film Awards this year."
Generational Divides in Viewing Habits
The research uncovered significant generational differences in film consumption patterns. Generation Z viewers are watching the most movies overall, averaging 73 films annually which translates to approximately five full days of viewing time each year.
Notably, nearly one-third (31%) of Gen Z respondents stated they would happily cancel pub plans in favour of a film night, compared to just 15% of those aged 55-64. Furthermore, 21% of all respondents reported watching films more frequently than ever before, with 51% of this group citing cinema as an effortless way to unwind after demanding days.
An intriguing 16% of young adults confessed to discreetly playing films while working from home, highlighting how streaming has integrated into daily routines beyond traditional leisure time.
Genre Preferences and Film's Social Impact
When it comes to genre preferences, drama emerged as the nation's favourite film category with 13% of the vote, closely followed by comedy and action which both secured 12% support. Residents of the South West demonstrated particularly adventurous viewing habits, with 53% expressing enthusiasm for exploring diverse film genres.
Remarkably, 17% of respondents actively seek out award-winning films for viewing, while 38% have incorporated Arnold Schwarzenegger's iconic line "I'll be back" into everyday conversations. Additional research findings include:
- 27% have quoted "Houston, we have a problem" from Apollo 13
- 23% have used the Star Wars phrase "May the force be with you"
- 26% have employed film storylines or themes to navigate difficult conversations
- 46% view movies as valuable tools for connecting with friends and family
Celebrity Encounters and Technological Innovations
When asked which celebrity they would most like to meet on the red carpet, respondents overwhelmingly selected Tom Hanks (23%), followed by Keanu Reeves (17%) and Idris Elba (14%).
In recognition of Bath's exceptional film enthusiasm, EE is deploying its advanced 5G+ network to power immersive holographic technology this week. This innovation will beam Bath's dedicated film fans live in 4K resolution onto the red carpet at the EE BAFTA Film Awards, enabling them to interview favourite stars and experience the event's magic despite being 116 miles from the actual venue.
EE and BAFTA continue their partnership to champion creative excellence, inviting the public to vote for the next Rising Star Award winner—the only publicly voted award at the EE BAFTAs—with the winner announced this Sunday.
Engstrom added: "Whether you're physically on the red carpet or watching comfortably from your sofa, enhanced connectivity can fundamentally transform how we experience these significant cultural moments. That's precisely what we aim to showcase in Bath this Sunday."
The research also identified the primary benefits of home streaming, with respondents highlighting home comforts, the ability to pause films when necessary, and complete volume control as key advantages. However, 24% emphasized the importance of mobile viewing capabilities, citing entertainment during holidays as the most popular reason for downloading films to smartphones or tablets.
