International subscriber numbers for Netflix, one of the most important international video content providers, have been growing, despite the fact that Netflix national movie and TV show databases in European countries offer only a part of the U.S. catalogue. The United Kingdom, where Netflix's database consists of roughly 35 to 38 percent of U.S. content, is the country with the most Netflix subscribers in Europe. On the UK market, Netflix's share of use is far below YouTube, BBC iPlayer and Amazon if all types of digital content (including music, e-books and games) are considered.
As of March 2016, the online video penetration rate by device amounted to 21 percent among smartphone and tablet users. Among the entire UK population, the majority use online TV catch up services and watch video content on platforms other than YouTube. Reasons for watching online videos in the UK include entertainment, inspiration, relaxation and escapism.