Netflix in Europe – statistics & facts

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. In 2020, Netflix accounted for the highest market share of SVoD services in Europe, with more than a third of European SVoD users subscribing to the service. The platform also beat major media conglomerates such as the BBC in the running for Europe’s largest television group that year, highlighting the ongoing shift in consumer preferences from linear TV to online video content. In return, Netflix reigns as the leading SVoD company in the EU by revenue, generating over 5.3 billion euros in 2020.

Netflix subscribers

The number of Netflix subscribers in Europe has rapidly increased in recent years. In 2020, an estimated 58 million viewers were using the platform, and according to the latest data, this figure will hit 86 million by 2026. Looking at regional adoption, the UK was the leading Netflix market in Europe based on subscriber count in 2020, while Norway pulled ahead as the European country with the highest Netflix penetration. Most Nordic countries have a Netflix penetration rate of over 80 percent, which is not surprising, considering that the U.S. streaming giant’s European expansion began with the UK, Ireland, and Scandinavia back in 2012.

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 2020, Amazon Prime reported the second-highest number of SVoD subscribers in Europe and only trailed behind Netflix for SVoD revenue. Disney+, a recent addition to Europe’s streaming landscape, also continues to compete for audiences and subscription spend. First launched in 2019, the service is now available in 13 European countries and accounts for seven percent of SVoD subscribers in the region. In addition to U.S. media conglomerates, local players 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.

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