Video Streaming (SVoD) - Europe

Europe

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Market structure

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Methodology

In Europe, revenue in the Video Streaming (SVoD) market is projected to reach US$23.03bn in 2025.
Revenue is expected to exhibit an annual growth rate (CAGR 2025-2029) of 6.72%, leading to a projected market volume of US$29.87bn by 2029.
In a global context, the majority of revenue will be generated the United States, with figures reaching US$47.89bn in 2025.
The average revenue per user (ARPU) in the Video Streaming (SVoD) market in Europe is anticipated to amount to US$88.54 in 2025.
By 2029, the number of users in the Video Streaming (SVoD) market is expected to reach 300.9m users.
User penetration in Europe will be 30.8% in 2025, with expectations to rise to 35.7% by 2029.
In Europe, particularly in Germany, the surge in localized content is reshaping the SVoD landscape, enhancing viewer engagement and competition among platforms.

Analyst Opinion

The Video Streaming (SVoD) Market in the OTT Video Market of the TV & Video Market within the Media Market in Europe is experiencing considerable growth, driven by increased internet penetration, consumer demand for on-demand content, and competitive pricing strategies from providers.

Customer preferences: Consumers in Europe are increasingly gravitating towards personalized video streaming experiences, reflecting a growing demand for tailored content that aligns with individual tastes and cultural backgrounds. This trend is particularly pronounced among younger demographics who prioritize diverse programming, including international films and local series that resonate with their heritage. Additionally, the rise of binge-watching habits has led to a preference for platforms offering entire seasons at once, while mobile streaming capabilities cater to on-the-go lifestyles, further shaping the SVoD landscape.

Trends in the market: In Europe, the SVoD market within the OTT Video sector is experiencing a significant shift towards personalized streaming services, driven by consumer demand for curated content that reflects individual preferences and cultural identities. This trend is especially evident among younger viewers who seek diverse offerings, such as international films and regional series. As binge-watching becomes increasingly popular, platforms that provide full seasons are gaining traction. Moreover, the emphasis on mobile accessibility is reshaping viewing habits, prompting industry stakeholders to innovate and tailor their services to meet evolving consumer expectations.

Local special circumstances: In the United Kingdom, the SVoD market is shaped by a rich history of television production and a strong demand for local content, with platforms prioritizing British series and talent. Germany's diverse linguistic landscape encourages services to offer multi-language subtitles and regional programming, appealing to its multicultural audience. France's regulatory support for local productions fosters a vibrant film industry, while Spain's growing youth demographic drives demand for innovative formats and international collaborations, influencing content strategies across platforms.

Underlying macroeconomic factors: The Video Streaming (SVoD) market in Europe is significantly influenced by macroeconomic factors such as economic stability, consumer spending power, and regulatory frameworks. In countries with robust economies, like Germany and the UK, increased disposable income encourages subscription-based services, driving demand for diverse content. Conversely, economic downturns can lead to subscription fatigue, impacting revenue. Additionally, regulatory support for local content in France enhances production quality, while Spain’s youthful demographic and high digital engagement foster innovation in streaming formats. Global trends, such as shifts toward mobile consumption and the rise of ad-supported models, further shape content strategies and market dynamics across the region.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Video-on-Demand segment. Video-on-demand is defined as premium over-the-top video-on-demand (VoD) content distributed over the internet. This includes pay-per-view (TVoD), video downloads (EST), and video streaming (SVoD). 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 various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

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. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

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.

Video Streaming (SVoD) - Europe

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