The two biggest online TV services in the UK, Netflix and Amazon’s Prime Instant Video, have invested heavily in original programming in a bid to attract more subscribers. Amazon recently struck a £160m deal to create a new show with former Top Gear stars Jeremy Clarkson, Richard Hammond and James May.
Just 31% of people told Ofcom in April they used an online TV service to watch original programming, compared to 75% who said they used the service to watch films and almost half who said they watched US shows.