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The context
The video streaming market in Western Europe continues to grow, reaching €28.95 billion in 2025 and expected to exceed €42 billion by 2029.
According to ITMedia Consulting report, growth is increasingly driven by structural changes in business models and the rising role of advertising.
What’s changing
- Subscription models remain dominant but are slowing down
- Advertising-based and hybrid models are expanding rapidly
- Live content (especially sports) is gaining importance
Key messages
👉 Video on demand remains one of the most dynamic segments of the media market, supported by the evolution of distribution models
👉 The hybrid model (subscription + advertising) is becoming the new standard in the streaming industry
👉 Advertising is the main driver of growth in the new attention economy
👉 In this evolving landscape, competition is expanding across broadcasters, global platforms and digital players
📊 The Report
👉 Explore the Report Index
to discover its structure, key topics and insights
👉 Purchase the Report
📩 Contact
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