TV & Video - EU-27 | Statista Market Forecast

In the EU-US$280.30bn, revenue in the TV & Video market market is projected to reach US$89.99bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 2.20%, culminating in a projected market volume of US$100.30bn by 2029.
The leading market within this market is Traditional TV & Home Video, anticipated to have a market volume of US$60.96bn in 2024.
Comparatively, the United States is expected to generate the highest revenue globally, amounting to US$280.30bn in 2024.
Within the TV & Video market market, the number of users in the EU-US$280.30bn is projected to reach 426.0m users by 2029.
User penetration in this market is anticipated to be at 94.2% in 2024.
Furthermore, the average revenue per user (ARPU) in the EU-US$280.30bn is projected to be US$213.60 in 2024.
The EU-27 market for TV & Video is increasingly favoring streaming platforms over traditional broadcasting, reflecting changing consumer preferences for on-demand content.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
Physical home video such as DVD & Blu-ray
Traditional TV advertising such as commercial breaks
Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany

Movie theater ticket sales such as from AMC Theatres
Public license fees collected in the form of a tax such as income tax in the Nordic countries

The TV & Video market in EU-27 has experienced significant growth and development in recent years. Customer preferences have shifted towards on-demand streaming services and digital content, leading to a decline in traditional television viewership. This trend is driven by several factors, including technological advancements, changing consumer behaviors, and the availability of high-speed internet.

Customer preferences: Customers in EU-27 are increasingly turning to on-demand streaming services such as Netflix, Amazon Prime Video, and Disney+ for their entertainment needs. These platforms offer a wide range of content, including movies, TV shows, and original programming, which can be accessed anytime and anywhere. The convenience and flexibility of these services have resonated with consumers, leading to a decline in traditional television viewership.

Trends in the market: One of the key trends in the TV & Video market in EU-27 is the rise of subscription video-on-demand (SVOD) services. These platforms offer a vast library of content for a monthly subscription fee, attracting a large number of subscribers. The increasing popularity of SVOD services has led to a decrease in linear television viewership and a shift towards on-demand viewing. Another trend in the market is the proliferation of smart TVs and connected devices. Smart TVs allow consumers to access streaming services directly through their television sets, eliminating the need for additional devices such as streaming boxes or sticks. This convenience has contributed to the growth of the on-demand streaming market.

Local special circumstances: Each country in EU-27 has its own unique characteristics and preferences when it comes to TV & Video consumption. For example, in countries with a strong film industry such as France and Italy, there is a high demand for local content. Streaming platforms have responded to this demand by producing original content in local languages, catering to the specific preferences of each market. In addition, some countries in EU-27 have strong public broadcasting systems, which provide a wide range of programming to their audiences. These public broadcasters have also embraced the digital revolution by offering their content through online platforms and on-demand services.

Underlying macroeconomic factors: The growth of the TV & Video market in EU-27 is also influenced by underlying macroeconomic factors. The region has seen steady economic growth in recent years, which has led to increased disposable income and consumer spending. This has allowed consumers to invest in high-quality televisions, streaming devices, and subscription services. Furthermore, the availability of high-speed internet has played a crucial role in the development of the TV & Video market. With faster internet connections, consumers can stream high-definition content without buffering or interruptions, enhancing the overall viewing experience. The expansion of broadband infrastructure across EU-27 has facilitated the adoption of streaming services and contributed to the growth of the market. In conclusion, the TV & Video market in EU-27 is evolving rapidly, driven by changing customer preferences, technological advancements, and underlying macroeconomic factors. The rise of on-demand streaming services and the availability of high-speed internet have transformed the way people consume TV and video content. This trend is likely to continue as consumers seek convenience, flexibility, and a wide range of content options.

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.

Forecasts:

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.