Video-on-demand in Europe – statistics & facts

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 video streaming subscribers in Europe keeps rising every year. Furthermore, SVOD is the segment with the highest revenue among all VOD types. 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 2021, Netflix accounted for the highest subscriber count of SVOD services in Eastern Europe and is expected to grow further. The United Kingdom has the most Netflix subscribers in Europe at almost 13 million. But while Netflix reigns as Europe’s most popular streaming service, other providers also make their voices heard and content seen. Amazon Prime Video reported the second-highest number of SVOD subscribers in Europe in 2021, while Disney+ originals “The Mandalorian” and “WandaVision” were among the most popular digital original TV shows in the UK, Germany, and many other European markets in 2021.

BVOD and AVOD

In addition to SVOD services, viewers can also choose from a variety of non-subscription-based video entertainment options. Ad-supported video-on-demand (AVOD) platforms such as YouTube or Pluto TV do not charge fixed subscription fees but generate revenues via advertising. In 2021, Europe’s AVOD market revenue amounted to 6.7 billion euros, marking an increase of 10 million euros compared with the previous year. TV networks such as ITV or Channel 4 also offer their content on-demand so that viewers can catch up on their favorite programs. So-called broadcaster video-on-demand (BVOD) services have grown in popularity, with online TV particularly popular in the UK, Ireland, Sweden, and Malta.

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