Media - Europe

  • Europe
  • Revenue in the Media market is projected to reach US$349.50bn in 2024.
  • The market's largest segment is TV & Video with a market volume of US$142.40bn in 2024.
  • In global comparison, most revenue will be generated in the United States (US$526.50bn in 2024).
  • In the Media market, 37.64% of total revenues will be generated through digital media in 2029.

Key regions: United States, China, Japan, United Kingdom, Germany

Region comparison

Analyst Opinion

The Media market in Europe is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Europe are shifting towards digital media consumption, with an increasing number of people accessing content through online platforms and mobile devices.

This trend is fueled by the convenience and flexibility offered by digital media, allowing consumers to access their favorite content anytime and anywhere. Additionally, the rise of social media platforms has transformed the way people interact with media, with a growing emphasis on user-generated content and personalized recommendations. Trends in the market indicate a growing demand for streaming services and over-the-top (OTT) platforms.

This is driven by the increasing availability of high-speed internet connections and the proliferation of smart devices. Consumers are increasingly opting for subscription-based services that offer a wide range of content, including movies, TV shows, and original programming. This trend is further fueled by the entry of global streaming giants into the European market, offering a vast library of content and exclusive productions.

As a result, traditional media players are adapting their strategies to compete in this digital landscape, investing in their own streaming platforms and forging partnerships to enhance their content offerings. Local special circumstances also play a significant role in the development of the media market in Europe. Each country has its own unique media landscape, shaped by cultural, linguistic, and regulatory factors.

For example, countries with a strong tradition of public broadcasting may have a different market structure compared to those with a more commercialized media landscape. Additionally, some countries have implemented regulations to protect local content and promote diversity in the media industry. These factors influence the strategies of media companies operating in Europe, as they need to navigate the complexities of different markets and adapt their offerings to local preferences.

Underlying macroeconomic factors also contribute to the development of the media market in Europe. Economic growth, technological advancements, and changing demographics all play a role in shaping the media landscape. As economies grow, consumers have more disposable income to spend on media and entertainment.

Technological advancements, such as the rollout of 5G networks, enable faster and more reliable internet connections, facilitating the consumption of digital media. Changing demographics, such as an aging population or an influx of migrants, can also influence media consumption patterns and preferences. In conclusion, the media market in Europe is experiencing growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

The shift towards digital media consumption, the rise of streaming services, and the influence of local factors shape the media landscape in Europe. As the market continues to evolve, media companies need to adapt their strategies to meet the changing needs and preferences of consumers.


Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.


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  • Global Comparison
  • Methodology
  • Key Market Indicators
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