According to Barclays’ latest Consumer Spend Report, UK entertainment spending increased by 9.9% in February 2026, representing the highest growth in 11 months. This rise was driven primarily by live shows and concerts, which saw a 14% increase, alongside digital content and subscriptions, which grew by 12.2%.
With entertainment spending strong, platforms in the industry are competing more intensely than ever for consumer attention. The common strategy is straightforward: make the first experience seamless and as low-cost as possible. This approach is often described as the “try before you commit” tactic.
Online leisure platforms exemplify this strategy. For instance, bingo sites offer welcome promotions and free-to-play features to attract new users, allowing people to try the platform before committing to significant spending. Examples include welcome bonuses providing £40 worth of bingo tickets or 40 free spins for just £10.
Streaming services operate similarly. Popular platforms such as Apple TV+, Paramount+, and Netflix offer 7-day free trials in the UK. Amazon Prime Video currently provides a 30-day free trial, encouraging users to explore their content before subscribing.
Live events and concerts focus on pre-sale tactics. Many tours offer presale discounts and priority access to fans who register in advance through Ticketmaster’s system. This strategy helps tours gain early momentum by selling tickets at lower prices, often resulting in events selling out within minutes.
Where the Money is Going
The Barclays report for February 2026 highlights that hospitality and leisure experienced the strongest increase at 14%. Restaurants, cafés, and pubs all performed well, while gym memberships continued to rise, a trend typical at the start of the year. Digital categories also captured a significant share of spending, with a 12.2% increase. Although this is not the highest jump for the sector—August 2021 saw a 13.2% rise—it indicates a notable shift in UK spending habits.
Much of this digital entertainment spending centers around digital content and subscriptions, including streaming services and fitness apps. This trend suggests growing consumer demand for paid online experiences.
Selective Spending
Examining Deloitte’s Consumer Tracker alongside Barclays’ report reveals a redistribution of spending rather than a reduction. People are choosing to spend on different experiences. For example, Deloitte’s Consumer Tracker for Q4 2025 showed an 8-point drop in spending on long holidays, while betting and gaming increased by two points, and entertainment rose by 1.5 points.
This shift indicates consumers are becoming more selective, cutting costs on large one-time purchases like long holidays. This trend is expected to continue.
Supporting this, Statista’s research forecasts the UK entertainment and media market to reach £121 billion by 2028. Additionally, PwC predicts the UK gaming market alone will grow by £1 billion within two years. These figures suggest that the current spending habits represent a long-term change in how consumers enjoy their free time.
Originally published by UKNIP.
