Rome, 20 October 2026 – Turning Digital 2026 - The Broadcaster's Digital Ecosystem, the 24th edition of ITMedia Consulting’s Annual Report, one of the leading studies on the evolution of the European television market, is out today.

According to the Report, in 2025 the Western European television market reached €80.4 billion, up 2.4% from €78.6 billion in 2024. This result confirms the resilience of the European audiovisual industry despite the economic slowdown and the profound transformation of the media sector.

Growth was driven primarily by premium services and streaming. Combined Pay TV and Video on Demand revenues reached €37.7 billion, an increase of 6.2% compared to the previous year, consolidating their position as the leading source of revenue in the European television industry.

The situation for television advertising was more challenging. In 2025, TV advertising revenues declined by 1.6%, reaching €24.5 billion. Following the exceptional performance recorded in 2024, supported by the UEFA European Football Championship and the Paris Olympic Games, the market once again highlighted the structural difficulties faced by linear television in competing with digital media.

Growth is increasingly concentrated in new digital video formats. The share of AVOD in total television advertising revenues rose from 9% in 2019 to 26% in 2025, confirming the ongoing convergence between television and digital advertising.

The central theme of the 2026 edition is the emergence of the Broadcaster’s Digital Ecosystem, the new digital environment developed by European broadcasters through BVOD platforms, FAST channels, Connected TV environments, and data-driven advertising solutions.

According to ITMedia Consulting, the traditional distinction between broadcasters, pay TV operators and streaming platforms is gradually losing relevance. Competition now takes place within a convergent market, where all players compete for audiences, data, advertising investment and consumer attention.

In this context, broadcasters are strengthening their digital presence. In 2025, advertising revenues generated by BVOD services reached approximately €2.6 billion across Europe, while FAST channel revenues in the five major European markets exceeded €360 million.

The Report also highlights significant differences among Europe’s major markets. The United Kingdom remains the most advanced and digitally developed advertising market, while Italy continues to stand out for the central role television still plays in the media mix, accounting for 39.2% of total advertising expenditure, the highest share among the major European countries.

Turning Digital 2026 provides data, analysis and forecasts for the television markets of the United Kingdom, Germany, France, Italy and Spain, and offers an in-depth assessment of the economic, competitive and technological transformations reshaping the future of the European audiovisual industry.

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➡️ Here the Report Index, providing an overview of the main topics and areas covered in the study
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