Julia Stoll
Research expert covering TV and video media
Video streaming in Europe - statistics & facts
Video-on-demand (VOD) has transformed the European media landscape and impacted home entertainment for millions of viewers, with consumer spending on digital video exceeding 24 billion euros in 2023. Driven by the rapid adoption of smart TVs, advancements in digital video delivery, and growing demand for individualized content, VOD now challenges the world of linear TV like never before. Still, while the audiovisual landscape looks different in every region, there is no doubt that video streaming entertainment will continue to shape viewing behavior and interests throughout the continent.
The European video streaming market is rapidly expanding, with SVOD being the most popular segment and shaping viewing preferences across the continent. Yet, the influence of local content, as well as the rise of new players and other business models are contributing to a shift in consumer behavior.
SVOD is the rising star on Europe’s home entertainment horizon
Subscription video-on-demand (SVOD), which allows users to stream unlimited digital video content at a fixed monthly rate, has become the primary growth driver of the European VOD market. Fast-tracked by the ever-expanding catalog of digital streaming content, the number of SVOD subscriptions in Western Europe is forecast to rise every year until 2029. Furthermore, SVOD is the segment with the highest revenue among all VOD types in the EMEA region. So, who are the players fueling the rapid uptake in streaming adoption?SVOD industry leaders in Europe: does Netflix take it all?
Netflix remains the undisputed champion among the leading SVOD services in Europe. Not only did Europe’s SVOD market first take off with the launch of the platform in 2012, but the California-based business also expanded its influence on the European streaming scene ever since. In 2029, Netflix is expected to still account for the highest revenue of the over-the-top streaming market in Western Europe. But while Netflix reigns as Europe’s most popular streaming service, other providers also make their voices heard and content seen. Disney+ is likely to amass the second-highest number of SVOD subscribers in the region in 2029, while Amazon outpaced Netflix in terms of the share of regional produced content.Ad-supported streaming is expanding its reach
Viewers can also choose from a variety of non-subscription-based video entertainment options. Ad-supported streaming platforms such as YouTube or Pluto TV do usually not charge fixed subscription fees but generate revenues via advertising. One of the segments that has become increasingly popular around the globe is free ad-supported streaming TV (FAST) featuring live channels. In 2023, FAST revenue in Europe was estimated at 1.3 billion U.S. dollars, with a forecast suggesting further growth in the upcoming years. Additionally, regional TV networks such as ITV or Channel 4 also offer their content on-demand so that viewers can catch up on their favorite programs via so-called broadcaster video-on-demand (BVOD) services.The European video streaming market is rapidly expanding, with SVOD being the most popular segment and shaping viewing preferences across the continent. Yet, the influence of local content, as well as the rise of new players and other business models are contributing to a shift in consumer behavior.
