Video streaming is the more popular subscription service, according to the latest data from YouGov and the Reuters Institute for the Study of Journalism. If only allowed one subscription service, over one-quarter of people (28.2%) would pick a video streaming platform. Online news and music streaming are next, at 11.5% and 10.7% respectively.

However, the most popular answer was none, at nearly one-third of people (31.4%). This suggests a strong disinterest in paying for online content, regardless of the variety of options available.

This comes as more and more people subscribe to platforms like Netflix and the New York Times and spend longer consuming content. Advertisers have followed, with internet ad formats set to account for over half of all spend by 2020.