Past, present and future of European television in the 23rd ITMedia Annual Report Turning Digital: Attention is the new Currency

The TV market in Europe is showing signs of recovery.  2024 marks a 3.7% increase on 2023 in absolute terms, but even in real terms (including inflation), the increase is still positive, at +1.3%, for the first time since 2021.

Growth is being driven by both pay TV and advertising, both up 4.5% on the previous year (while licence fees are growing by less than 1%). The former is mainly influenced by the results of streaming services (SVOD), particularly sports services, which since 2020 have been offsetting the negative trends in linear pay TV, with revenues stagnating or even declining.

Tv advertising returns to a level higher than in the pre-pandemic period (2019). Again, although linear services are not recording losses for the first time since 2021 (+0.6%, thanks to major sporting events such as the Olympics in Paris and the European Football Championship), the increase in revenue is mainly due to online TV advertising. In all cases, however, advertising on streaming services does not seem to be able to offset the decline in linear TV, while free linear TV advertising is still lower than in 2019.

Looking ahead, the sector is undergoing a radical transformation, moving from vertical, separate models for individual media to a horizontal, much broader digital ecosystem, where every player – broadcasters, streamers, video sharing platforms, social media, video games – competes for consumers' attention. This year's report not only analyses in detail the most advanced experiences in the United States and the United Kingdom, but also takes stock of the tools and metrics that need to be developed in order to better understand and interpret the economy and the related attention market.                     

All this and much more in a 100 pages Report with 74 explanatory figures (diagrams, graphs and tables) - not to be missed.
 

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