OTT Video - Europe

  • Europe
  • In Europe, revenue in the OTT Video market is projected to reach €49.63bn in 2025.
  • Revenue is expected to demonstrate an annual growth rate (CAGR 2025-2029) of 5.35%, leading to a projected market volume of €61.13bn by 2029.
  • The largest market within this market in Europe is OTT Video Advertising, which is anticipated to have a market volume of €23.12bn in 2025.
  • In a global context, most revenue will be generated the United States, amounting to €133,300.00m in 2025.
  • Within the European OTT Video market, the number of users is expected to reach 636.9m users by 2029.
  • User penetration in Europe is projected to be 69.2% in 2025 and is expected to increase to 75.6% by 2029.
  • The average revenue per user (ARPU) in the European OTT Video market is projected to be €84.98 in 2025.
  • In Europe, the OTT video market is increasingly characterized by localized content strategies as platforms aim to engage diverse cultural audiences effectively.

Key regions: United Kingdom, Germany, Asia, South Korea, Japan

 
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Analyst Opinion

The OTT Video market in Europe is witnessing remarkable growth, fueled by the surge in consumer demand for diverse content, the rise of subscription services, and innovative advertising models that enhance viewer engagement and accessibility.

Customer preferences:
Consumers in Europe are increasingly gravitating towards personalized streaming experiences, driven by a desire for tailored content that resonates with their cultural backgrounds and interests. The rise of binge-watching habits has led to a demand for comprehensive libraries of diverse genres, including local productions. Additionally, younger audiences are favoring platforms that integrate social interaction features, allowing them to share recommendations and watch together, reflecting a shift towards community-driven viewing experiences in an increasingly digital lifestyle.

Trends in the market:
In Europe, the OTT video market is experiencing a surge in demand for localized content, as consumers seek streaming services that reflect their cultural identities and preferences. The integration of interactive features, such as watch parties and social sharing, is becoming essential in attracting younger viewers who favor community engagement in their viewing habits. Additionally, the emphasis on robust content libraries is driving platforms to invest heavily in original productions and diverse genres. This trend signifies a shift towards a more personalized and social viewing experience, compelling industry stakeholders to innovate and enhance user engagement strategies to remain competitive.

Local special circumstances:
In the United Kingdom, the OTT video market thrives on a rich tapestry of cultural diversity, with platforms curating localized content to cater to various demographic segments, including a strong demand for British-made dramas and comedies. In Germany, a robust regulatory framework mandates content quotas, compelling platforms to invest in regional productions that resonate with local audiences. France emphasizes cultural preservation through policies supporting French cinema, while Italy's market is shaped by a blend of regional dialects and storytelling traditions, driving demand for localized content that reflects its unique heritage.

Underlying macroeconomic factors:
The OTT video market in Europe is significantly shaped by macroeconomic factors such as economic stability, consumer spending power, and regulatory frameworks. In regions with strong economic growth, disposable income increases, leading to higher subscriptions and consumption of OTT services. Additionally, government policies that support local content production can enhance market performance by ensuring diverse offerings. Currency fluctuations also impact multinational platforms' pricing strategies, affecting their competitiveness. Furthermore, the rise of broadband connectivity and mobile internet access across Europe fuels the demand for OTT content, creating a vibrant ecosystem for both global and local players.

Methodology

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.

Visión general

  • Revenue
  • Analyst Opinion
  • Users
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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