BRITAIN’S PRIME TIME IS EXPANDING BEYOND THE SOFA
July 22, 2026
From flights and train journeys to lunch breaks and moments between meetings, Brits are increasingly building entertainment into every part of the day
- Almost half of Brits (48%) regularly watch TV shows or films while travelling, while 38% deliberately save episodes of their favourite series for upcoming journeys
- Travel has become a destination for entertainment, with a third saving content specifically for flights (34%), train journeys (33%) and holidays (31%)
- Almost half of Brits (47%) say they increasingly consume entertainment throughout the day as seven in ten agree they now fit entertainment around their schedule
- The Galaxy Z Fold8 and Z Fold8 Ultra have been designed for a new era of flexible entertainment, combining the brand’s most compact foldable designs yet with immersive displays built for watching, reading and staying connected on the move
Brits’ relationship with entertainment is evolving, as consumers increasingly move beyond traditional evening viewing and build television, films and books into moments throughout the day.
New research has been commissioned by Samsung to mark the launch of the Galaxy Z series, revealing that the nation is now extending their entertainment viewing habits into journeys, commutes and spare moments.
Designed with seven generations of foldable innovation, the Galaxy Z Fold8 and Galaxy Z Fold8 Ultra feature a completely different foldable experience, but both built to maximise experience and immersive viewing on the go, with screens that unfold to maximise entertainment, no matter where you are.
The study of 2,000 adults found that over half of Brits (67%) regularly watch television shows or films while travelling, while more than a third (38%) deliberately save episodes of their favourite series for upcoming trips.
The findings suggest this shift is being driven by changing lifestyles and increasingly busy schedules. Nearly four in 10 (39%) admit they are often too tired in the evening to watch a television programme or film from start to finish, creating demand for more flexible opportunities to catch up on favourite content.
As a result, travel is becoming an increasingly important entertainment destination and for many, it has become part of the journey itself.
A third save content specifically for flights (34%), train journeys (33%) and holidays (30%), turning travel time into a valuable opportunity to catch up on television, films and books they might otherwise struggle to fit into their schedules.
The trend reflects a broader shift towards more flexible entertainment habits as seven in 10 consumers (70%) agree they now fit entertainment around their schedule rather than scheduling their time around entertainment.
Almost half of Brits (47%) agree that while their evening viewing habits remain important, they are increasingly consuming entertainment throughout the day as well. As 46% say travelling provides one of the few uninterrupted opportunities to properly immerse themselves in a programme, film or book without the distractions of everyday life.
The findings also highlight the features consumers increasingly value when consuming entertainment on the move. More than three quarters (76%) say portability is important, while 75% value durability.
Large screens remain a priority for almost three-quarters of Brits (73%), reflecting the growing demand for unfolding immersive viewing experiences away from home, while more than half (51%) say multitasking capabilities are important when balancing entertainment with everyday tasks.
Samsung’s Galaxy Z Fold8 and Z Fold8 Ultra are designed for this new era of flexible entertainment. Combining expansive screens with portable designs, they allow users to move effortlessly between home, travel and everyday life, whether streaming a box set, catching up on highlights, reading a book or staying connected on the go.
The Galaxy Z Fold8 introduces a new form factor making quick interactions simpler thanks to the cover screen whilst the main display unfolds to allow for more immersive viewing, reading and gaming on the move.
The Galaxy Z Fold8 Ultra unfolds to reveal an expansive eight inch main display, creating a productive workspace for multi-tasking on the move.
