TVOD and SVOD market shares in the EU 2010-2020

The latest revenue data for video-on-demand in the European Union show that subscription video-on-demand (SVOD) saw an increase in its share of the market during the past decade. This resulted in the transactional video-on-demand (TVOD) business model dropping from a 97 percent to a 16 percent share by 2020. Mainly used by consumers to access one-off broadcasts such as sports matches, trends indicate that pay-per-view access will become less desirable as subscription services increase in popularity.

Continued growth expected for SVOD

With the addition of newcomers such as Apple TV+, Disney+, and BritBox, the SVOD industry is going strong. Statista’s Digital Market Outlook indicates that SVOD revenue in Europe is expected to grow by 17.2 percent in 2021, and 12.4 percent in 2022. Although growth is not expected to be as significant in the period following this, 2025 is still set to see a four percent revenue increase. As of 2020, Netflix and Amazon Prime Video were the top SVOD market players in the EU. Netflix had the largest industry share with over 54 million subscribers, while Amazon Prime had around 40 million.

Netflix subscribers in Europe

Although the number of Netflix subscribers in Western Europe far outweighed that in Eastern Europe, according to a 2021 forecast, healthy growth is expected for the SVOD giant in both regions. By 2026, the number of Netflix subscribers in Eastern Europe is expected to reach over 12 million, roughly double the amount reported in 2021. In Western Europe, Netflix is expected to reach a subscriber count of 74 million in 2026. The country reported to have the highest number of Netflix subscribers in Europe as of the second quarter of 2020 was the United Kingdom, at over 16 million.