Home / Business and Economy / London Rents Soar to Unaffordable Levels, North East Remains Most Affordable
London Rents Soar to Unaffordable Levels, North East Remains Most Affordable
18 Aug
Summary
- Rents in London reach 41.6% of median income, far exceeding affordability threshold
- North East remains most affordable region with rents at 19.8% of income
- Calls for rent regulation to address growing affordability crisis for renters

The latest data from the Office for National Statistics (ONS) reveals a concerning trend in England's rental market. As of 2024, people earning a median salary are now spending an average of 36.3% of their income on rent, up from 34.2% the previous year. This figure is even higher in London, where tenants pay a staggering 41.6% of their income on housing.
The situation is particularly dire in the capital, with all 10 of the least affordable council areas located in London. Kensington and Chelsea tops the list, where those on median incomes must allocate 74.3% of their earnings to rent. Other severely unaffordable areas include Westminster, Wandsworth, and Camden.
Outside of London, the least affordable regions are Bristol, Bath and North East Somerset, Brighton, and Trafford, as well as commuter hubs like Sevenoaks and Watford. In contrast, the North East remains the most affordable region, with rents accounting for just 19.8% of the average income.
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Experts have called for urgent action to address the growing affordability crisis, with the Renters' Reform Coalition director Tom Darling stating that "the biggest issue facing renters - the cost of their rent - isn't going away any time soon." Darling has urged the government to establish a national rental affordability commission to investigate ways to bring rents down relative to incomes, including through rent regulation.
As the cost of living continues to rise, the strain on renters' budgets is only expected to intensify. With millions forced to prioritize rent over essential expenses, the government faces a significant challenge in delivering on its promise to support the country's renters.