Netflix dominates the SVOD landscape in Europe
Europe’s SVOD market took off with the launch of Netflix in 2012, and the company has expanded its influence on the local streaming scene ever since. The number of Netflix subscribers in Europe has rapidly increased. In 2021, Netflix was the most used streaming service in several European countries. Looking at regional adoption, the United Kingdom recorded the highest number of Netflix subscribers on the continent, at 12.8 million as of the second quarter of 2021. Germany and France were the second and third largest Netflix markets in Europe. The platform also beat major media conglomerates such as the BBC in the running for Europe’s largest television group, highlighting the ongoing shift in consumer preferences from linear TV to online video content.Who are Netflix’s main competitors?
While Netflix remains Europe’s most popular streaming service, other providers are gradually carving out larger slices of the streaming pie. In the Nordic countries, for instance, Netflix’s SVOD market share declined from 2013 to 2022 as other global players entered the thriving streaming market. Amazon Prime reported the second-highest number of SVOD subscribers in Europe and Disney+ also continues to compete for audiences and subscription spend. First launched in 2019, the service continued its European expansion in mid-2022 and is now available in 40 European countries. In addition to U.S. media conglomerates, local streaming companies are also expanding their reach: In the Nordics, the number of Viaplay subscribers is reaching new height, while the UK saw a surge in Now TV memberships.
