UK Leisure Time Consumer Report 2026
Leisure choices are changing, with 47% of Gen Zs choosing activities based on how the photos they take will look on social media.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for Leisure
- Opportunities
- Combat the loneliness economy by facilitating new ways for people to meet at leisure venues
- Empower consumers to participate in leisure activities on their own
- Encourage consumers to ditch their phones when doing out-of-home leisure activities
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THE MARKET
- Cost of living is still a pressure on consumers, but there are still opportunities to drive premiumisation
- Graph 1: the financial confidence index, 2016-26
- More consumers are choosing to spend leisure time at home
- Graph 2: daily leisure activities, 2023-25
- TV subscription-based entertainment dominates leisure spending
- Graph 3: top 10 entertainment and leisure brands, by share of total spending among Snoop users, 2026
- Gen Zs and Millennials prioritise big-ticket leisure experiences over smaller activities
- Graph 4: “I prefer to save money to do bigger leisure activities than spend less on smaller leisure activities”, by generation, 2025
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THE CONSUMER
- Participation in leisure activities
- TV/video streaming and listening to music dominate leisure time at-home
- Graph 5: frequency of at-home leisure activities in the last six months, 2025
- Exercise is the most popular daily and weekly out-of-home leisure activity
- Graph 6: frequency of out-of-home leisure activities, 2025
- Address the Affection Deficit with events designed to bring people together
- Social media and leisure
- Social media shapes Gen Z’s leisure choices
- Gen Zs look to social media for leisure inspiration
- Promote ‘imperfect’ leisure to encourage people to put away their smartphones
- Graph 7: “I spend too much time using my phone to capture memories of my leisure activities rather than being fully present in the moment”, by generation, 2025
- Utilise Snapchat’s AR features in competitive socialising
- Social connection and community in leisure
- Nearly half of young adults actively look to meet new people in their leisure time
- Leverage social meet up apps to drive audiences to live events
- Fitness brands should promote how their communities help build self-confidence
- Normalise solo participation in marketing messages
- Wellness in leisure
- Music is the top happiness booster
- Curate music playlists to go alongside at-home leisure activities
- Easy, comfortable activity messaging will appeal to consumers
- Graph 8: leisure activities that make consumers happiest, 2025
- Reducing stress is the top priority for UK adults
- Highlight stress-reducing benefits of out-of-home experiences
- Graph 9: preference for a night in/out, by desire to reduce stress in spare time, 2025
- Promote active ageing through cultural activities
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INNOVATION AND MARKETING
- AI-powered pool game adjusts difficulty to suit players ability
- Cineworld × Tesco launch weekly cinema ticket deal
- Heineken promotes Dry January on the Tube
- PureGym focuses on how exercise makes you feel
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APPENDIX
- Market definition
- The consumer
- Consumer research questions
- Consumer research methodology
- UK generation groups
- Other data source methodologies
- Snoop SpendMapper methodology
"The demand to meet new people will drive participation in outdoor leisure activities. Brands can position themselves as community-builders to boost attendance."
Nikita Shergill, Technology and Media Analyst
Leisure choices are changing, with 47% of Gen Zs choosing activities based on how the photos they take will look on social media. This shift highlights the growing influence of social platforms in shaping consumer behaviour, as leisure becomes increasingly performative and driven by online validation.
However, digital fatigue will set in. Consumers are becoming increasingly aware of the negative impact of constant phone use, and will seek leisure activities that allow them to disconnect and be present. Activities that promote phone-free zones and help people to live in the moment will become increasingly valued.
One of the biggest opportunities lies in fostering new social connections. 40% of 16-34 year olds have used services to meet new people for leisure, underscoring the demand for experiences that bring people together. Brands that position themselves as community-builders and host events that bring people together can capitalise on this growing trend and attract more visitors.
This Report Looks at the Following Areas:
- The impact of social media on choosing leisure activities, including how brands can use social media features to encourage visitors to share their leisure experiences.
- The growing role of social apps as a solution to loneliness, and the rising demand for activities that help people meet new people.
- How different generations are diverging in how they spend leisure budgets, with Gen Zs and Millennials preferring to save for big experiences, shaping demand for premiumisation.
- What brands can do to provide restorative experiences as the demand for wellbeing and stress relief grows.
- The rise of at-home leisure and how brands can boost happiness at home.
Market Definitions
This Report covers how consumers spend their leisure time, including both at-home and out-of-home leisure.
Reference to Mintel’s market size is based on consumer expenditure within the following sectors, as defined by the ONS consumer trends dataset and the Gambling Commission:
- Culture (cinemas, theatres, concerts, circuses, hire of musicians, clowns, performers and photographers)
- Gambling (online and land-based gaming and betting)
- Sport and recreation (sports stadia, racecourses, rinks, golf courses, pools, courts, bowling alleys, gyms, fairs, parks, dancing and skating)
Those covered by other Mintel categories (eg foodservice, technology and media) are excluded from market size estimates.
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