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The video streaming market in Europe will exceed €42 billion by 2029 and is entering a new phase, driven by advertising, AVOD and content.
Growth continues, but its nature is changing significantly: streaming is moving into the attention economy, while broadcasters are increasingly entering the arena, the role of local content is growing, and new forms of collaboration between European players and global platforms are emerging.
The XXII ITMedia Consulting Report “VOD in Europe 2026–2029: A New Paradigm in Advertising and Attention” provides a comprehensive analysis of all key market dynamics, with a focus on players, business models and forecasts.
The video streaming market in Western Europe continues to grow and is entering a new phase of development characterised by a profound shift in business models.
According to the XXII ITMedia Consulting Report “Video on Demand in Europe 2026–2029”, available from today, total revenues will exceed €42 billion by 2029, up from €28.9 billion in 2025, with an average annual growth rate of 10%.
After a long phase driven by subscriptions, the market is evolving towards more complex models in which advertising becomes the main driver of growth.
“Growth does not slow down, but it changes in nature: advertising becomes the engine of development, and AVOD will play a central role in the transformation of the market,” comments Augusto Preta, Founder and CEO of ITMedia Consulting.
The AVOD (Advertising Video on Demand) segment is currently the most dynamic, while SVOD, although still dominant, is gradually slowing down. Hybrid models, combining subscription and advertising, are becoming increasingly established, reshaping the economics of streaming.
In this scenario, streaming is fully part of the broader attention economy, where competition increasingly revolves around the ability to attract user time and advertising investment.
At the same time, European players are strengthening their position. Broadcasters are accelerating the development of their platforms (BVOD and FAST), integrating advertising models and expanding their digital offering.
This evolution is accompanied by increasingly significant dynamics of consolidation and concentration, as well as the development of new forms of collaboration between traditional operators and global platforms. Among these, agreements between broadcasters and streamers—such as the TF1–Netflix case in France—represent one of the most significant developments, extensively analysed in the Report.
A central role is also played by sports and local production, which are increasingly decisive in the development and strengthening of streaming offerings and, at the same time, key elements for differentiation and competitive positioning.
In this context, the VOD services of broadcasters and local operators are confirmed as an essential component in balancing global scale and local presence.
The overall picture is that of a rapidly evolving ecosystem, characterised by greater integration between global and local players, the growth of partnerships, and increasing competitive intensity.
Report Structure
The Report is organised into four main sections:
- The video streaming market – analysis of operators and competitive dynamics (State of Play and Outlook 2026)
- The Netflix case study – advertising: redrawing the advertising business
- The VOD sector in Europe – analysis of the European landscape with a focus on the UK, Germany and France
- Market forecasts to 2029 – evolution of total revenues and by business model (VOD, TVOD, SVOD, AVOD)
Key topics covered include:
- the growing role of advertising in the streaming market
- the strong expansion of AVOD and hybrid models
- the shift toward an attention-driven economy
- the strengthening of broadcasters’ and local operators’ VOD services
- the increasing importance of local production
- consolidation and concentration dynamics
- the development of agreements between broadcasters and global platforms
- evolving relationships between European players and global operators
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