TV & Video - Europe

  • Europe
  • Revenue in the TV & Video market is projected to reach US$142.40bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.09%, resulting in a projected market volume of US$157.90bn by 2029.
  • The largest market is Traditional TV & Home Video with a market volume of US$94.27bn in 2024.
  • In global comparison, most revenue will be generated in the United States (US$279.50bn in 2024).
  • In the TV & Video market, the number of users is expected to amount to 0.8bn users by 2029.
  • User penetration in the TV & Video market is expected to be at 97.1% in 2024.
  • The average revenue per user (ARPU) is projected to amount to US$173.90 in 2024.

Key regions: Asia, United Kingdom, United States, South Korea, Germany

Region comparison

Analyst Opinion

The TV & Video market in Europe has been experiencing significant growth and development in recent years.

Customer preferences:
One of the main reasons for this growth is the changing preferences of customers in Europe. With the rise of streaming platforms such as Netflix and Amazon Prime Video, more and more people are opting for on-demand content rather than traditional television channels. This shift in customer preferences has led to a surge in the demand for smart TVs and streaming devices, as well as an increase in subscriptions to streaming services.

Trends in the market:
In addition to the rise of streaming platforms, there are several other trends that are shaping the TV & Video market in Europe. One such trend is the increasing popularity of video-on-demand services. These services allow customers to choose and watch content at their own convenience, without being tied to a specific broadcasting schedule. This trend has led to the emergence of new players in the market, as well as the expansion of existing streaming platforms. Another trend in the market is the growing adoption of connected TVs. These TVs are equipped with internet connectivity, allowing users to access streaming services and other online content directly from their television sets. This trend has been driven by the increasing availability of high-speed internet connections and the growing number of smart devices in households across Europe.

Local special circumstances:
While the overall trends in the TV & Video market in Europe are similar across countries, there are also some local special circumstances that influence the development of the market. For example, in countries with a strong public broadcasting sector, such as the United Kingdom and Germany, traditional television channels still play a significant role in the market. These channels often offer a wide range of high-quality content, including news, sports, and entertainment, which appeals to a large portion of the population.

Underlying macroeconomic factors:
The growth and development of the TV & Video market in Europe are also influenced by underlying macroeconomic factors. For instance, the overall economic growth in the region has led to an increase in disposable income, allowing more people to afford subscriptions to streaming services and the latest TV technology. Additionally, the increasing penetration of smartphones and tablets has made it easier for people to access and consume video content on the go, further driving the growth of the market. In conclusion, the TV & Video market in Europe is experiencing significant growth and development due to changing customer preferences, the rise of streaming platforms, and the increasing adoption of connected TVs. While there are some local special circumstances that influence the market, the overall trends are similar across countries. The underlying macroeconomic factors, such as economic growth and the increasing penetration of smart devices, are also contributing to the development of the market.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. 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 / Segment size:

The segment size is determined through a bottom-up approach. 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) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.


We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, 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.


  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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