Wiltshire residents are wasting more than £100 million on subscriptions every year, according to new research.

The research, conducted by ultrafast broadband provider Trooli, revealed residents in Wiltshire, alongside those in neighbouring South West counties, waste £115 million on subscriptions annually.

They are said to be wasting the most money on Sky TV, with the average subscription costing £26 per month.

With nine per cent of subscribers using the service for less than an hour a month, the study calculated £29 million is being wasted on the subscription annually.

Disney+ took second place, closely followed by Amazon Prime and Apple TV in third and fourth respectively.

An estimated £20 million is being wasted on Disney+, £16 million on Amazon Prime, and £15 million and £14 million on Apple TV and Netflix respectively.

However, Apple TV was found to have the highest proportion of inactive users, with 29 per cent of subscribers in Wiltshire using the service to watch less than one show a month.

Andy Conibere, CEO of Trooli, said: "As Brits, we like to get our money’s worth.

"So, it’s been shocking to find out how many people across Wiltshire are paying for a subscription they don’t use.

"This is particularly common amongst people paying for bundles - suggesting customers are being pushed into paying for subscriptions they simply don’t need when purchasing services like broadband.

"The high cost of modern day living means nobody wants to be paying unnecessary bills.

"And they shouldn’t have to. So, we’re challenging Brits across the UK to bite the bullet and break up with at least one underused subscription this month."

The research found those paying for subscriptions as part of broadband bundles are even more likely to be paying for subscriptions they do not need.

Almost a third of British bill payers who opt for bundles are not using all the extra services they are paying for.

On top of this, analysis shows bill payers are facing challenges when they attempt to cancel unused subscriptions.

The number of people turning to Google for help cutting ties with their subscriptions has almost doubled over the last five years.

Amazon Prime accounts for the highest proportion of these searches, with more than 260,000 British customers seeking advice for cancelling in the last month alone.

Consumer champions at Trooli are therefore challenging billpayers across the UK to ditch their unused subscription services.