Traditional TV & Home Video - Europe

  • Europe
  • In Europe, the revenue in the Traditional TV & Home Video market market is forecasted to reach US$90.21bn by 2024.
  • The revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -0.02%, leading to a projected market volume of US$90.11bn by 2029.
  • The average revenue per user (ARPU) is projected to be US$133.30.
  • When compared globally, the in the United States is expected to generate the highest revenue (US$146.60bn in 2024).
  • The number of TV Viewers is projected to reach 0.7bn users by 2029.
  • User penetration in the Traditional TV & Home Video market market is estimated to be at 80.2% in 2024.
  • The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market is forecasted to be US$133.30 in 2024.
  • In Germany, the Traditional TV & Home Video market is witnessing a shift towards streaming services, challenging traditional cable and satellite providers.

Key regions: Europe, United States, France, United Kingdom, Germany

Region comparison

Analyst Opinion

The Traditional TV & Home Video market in Europe is witnessing significant developments and trends.

Customer preferences:
In recent years, there has been a shift in customer preferences towards streaming services and on-demand content. This is driven by the convenience and flexibility they offer, allowing viewers to watch their favorite shows and movies at their own pace and on multiple devices. Additionally, the availability of a wide range of content from various genres and countries has also contributed to the growing popularity of streaming services.

Trends in the market:
One of the key trends in the Traditional TV & Home Video market in Europe is the decline in traditional television viewership. With the rise of streaming services, more and more people are cutting the cord and opting for online platforms to consume their favorite content. This trend is particularly prominent among younger demographics who are more tech-savvy and prefer the convenience of streaming over traditional television. Another trend in the market is the increasing demand for original content. Streaming platforms are investing heavily in producing their own original shows and movies to attract and retain subscribers. This has led to a surge in high-quality content being produced in Europe, with local productions gaining international recognition. The availability of original content has become a key differentiator for streaming services, driving their growth in the market.

Local special circumstances:
Each country in Europe has its own unique set of circumstances that influences the Traditional TV & Home Video market. For example, in countries with a strong public broadcasting system, traditional television still holds a significant share of viewership. Public broadcasters continue to produce high-quality content and have a loyal audience base. However, even in these countries, streaming services are gaining popularity, especially among younger viewers. Furthermore, language diversity in Europe plays a role in shaping customer preferences. Streaming services that offer localized content and subtitles in multiple languages have an advantage in attracting viewers from different countries. This has led to the emergence of regional streaming platforms that cater to specific language groups and cultural preferences.

Underlying macroeconomic factors:
The growth of the Traditional TV & Home Video market in Europe is also influenced by macroeconomic factors. Economic stability and disposable income levels impact consumer spending on entertainment. In countries with a strong economy, consumers are more likely to subscribe to multiple streaming services and invest in home video equipment. On the other hand, in countries facing economic challenges, consumers may prioritize free-to-air television and opt for more affordable streaming options. Furthermore, technological advancements and infrastructure development play a crucial role in the growth of the market. The availability of high-speed internet and reliable streaming platforms are essential for the success of streaming services. Countries with better internet infrastructure and higher internet penetration rates are more likely to see a higher adoption of streaming services. Overall, the Traditional TV & Home Video market in Europe is experiencing a shift towards streaming services and on-demand content. This trend is driven by changing customer preferences, the availability of original content, and underlying macroeconomic factors. As streaming services continue to evolve and innovate, the market is expected to witness further growth and transformation in the coming years.


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
Please wait