A new report, titled A Nation Subscribed, has revealed some interesting numbers about the numbers of both free and premium subscribers to Spotify and Apple Music in Blighty. As expected, Spotify is king, but Apple isn’t faring too badly.

Moreover, the subscription economy in the U.K., according to the chief exec of one of its authoring firms, is "in full flight."

The survey was undertaken by market research firm YouGov and business management company Zuora. They gathered responses from 2,115 adults online between 4/27 - 5/4 this year. According to the results, four out of five Brits subscribe to some kind of product or service and a third do so to a video on demand offering.

The Brits spend roughly 12% of their income on subscriptions, which are, overall, just as popular with older consumers as they are with millennials. 76% of younger consumers (aged 16 - 24) are paying for subscription services, with 78% of those aged over 55 doing the same.

11% of the U.K. population are either free or premium subscribers to Spotify, which amounts to 5.7m people. Music Ally dug a bit further and obtained the number of paid streaming subscribers in Blighty, which are 3.6m for Spotify and 7% of the population; 12% of Spotify’s worldwide paying audience of 30m.

Since launching just under a year ago at the end of June, Apple Music has amassed 2.6m customers in the U.K., with just over 1m paid. That’s 6.7% of its worldwide paying subscriber number, which was last reported as 15m. Deezer and Google Play Music have around 515k (1%) paying customers each.

Categories ranked in order of popularity are: VoD (27%), media publications (17%), software and storage products (15%), financial services (12%), Spotify (11%), gaming (7%), Apple Music (5%) and food and drink services (5%).

Like most reports, the numbers can’t be taken as fact, but they are the closest representation of the U.K. music subscription market we’ve seen yet. You'll find the PDF here.