Co-living is frequently discussed in terms of pipeline, planning and capital. But the sector's long-term success will ultimately be shaped by something more fundamental: understanding who actually wants to live this way, and what they need from it.
To answer that question, Bidwells surveyed over 2,000 people across London and the UK's six largest cities - Birmingham, Bristol, Edinburgh, Glasgow, Leeds and Manchester. The results offer a detailed picture of consumer sentiment towards the sector, and its findings challenge a number of assumptions that have quietly shaped how schemes are designed and marketed.
The resident is not who you think
The life stages most likely to open people to co-living are moving to a new city (40%), saving for a home (40%) and studying or training (39%). These are transitional moments - periods of change where flexibility, location and community carry real weight. Starting a new job and wanting more community also featured, suggesting co-living appeals not just to those in financial transition, but to those navigating social ones too.
Even among the over-55s - a group where nearly half said they would not consider co-living outright - the top alternative triggers were moving to a new city (25%) and recently separated or divorced (22%). The appetite, for many, is latent rather than absent.
Space is being traded, but deliberately
Across all age groups, around 62% of respondents agreed they would accept a shorter commute in exchange for less living space. A similar proportion said they would accept a smaller home if it meant proximity to city centre amenities and opportunities for socialising. And 64% said they would trade square footage for a walkable neighbourhood with good local amenities.
This is not a compromise - it is a conscious prioritisation of location and lifestyle over private space. It confirms that co-living's core value proposition is well-founded, provided the location genuinely delivers.
Community matters - but so does privacy
Bidwells' research found strong appetite for social connectivity. 67% of respondents agreed they enjoy the idea of built-in community and social opportunities where they live, rising to over 77% among 25–34 year olds - the cohort co-living is currently most concentrated around.
However, the data also points to an important tension. The top concern putting people off co-living was lack of privacy (57%), followed by cleanliness and hygiene (51%) and noise (50%). Community is desirable, but not at the expense of personal space.
This helps explain another consistent finding: respondents across all age groups and cities preferred their own space and their own en-suite. Studio-style co-living, rather than cluster apartments, appears most closely aligned with where resident preferences are heading.
What residents want from amenity space
The survey's findings on amenities are particularly instructive. When asked what features would be essential, the top responses were high-speed Wi-Fi (88%), a private bedroom (87%) and laundry facilities (86%). Secure building access, an en-suite bathroom and low cost rounded out the top six. Co-working space, a gym, parking and on-site events all ranked lower.
This suggests residents are not primarily drawn to co-living by impressive amenity fitouts. They are drawn by reliability, security and the absence of hassle - the intangible offer of a well-managed, well-located home. It is a pattern visible across the wider BTR sector: residents increasingly value professional management and frictionless renting over headline amenities they may rarely use.
For developers and operators, this has direct implications for design and viability. The question is not simply "what amenities can we offer?" but "what does day-to-day living here actually feel like?"
Location remains the fundamental driver
Underlying all of this is a consistent finding about location. Proximity to shops and restaurants (84%), public transport (83%), parks and green space (78%), friends and social networks (77%) and work or office (74%) all ranked as highly important. These are the priorities of urban renters broadly - and they reinforce that co-living's competitive advantage is tied directly to where schemes are located, not simply what they contain.
What this means for the sector
The Bidwells 2025 Co-living Survey paints a clear picture of a resident who is in motion - professionally, socially or personally - and who values flexibility, community and a well-run home in a location that works for their life. Understanding that profile, and designing around it, will separate the schemes that stabilise quickly from those that struggle.
As more schemes progress through the planning system, operators and investors who can demonstrate an evidence-based understanding of resident demand will be better placed to attract capital, manage occupancy and build long-term value.
Ready to understand the co-living opportunity in more detail? Get in touch with our Operational Living team.
The Bidwells 2025 Co-living Survey was conducted among 2,000 respondents across London, Birmingham, Bristol, Edinburgh, Glasgow, Leeds and Manchester between 28 April and 6 May 2025.
Image credit: Adam Firman
