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TV market revenues in Western Europe grew over the ten-year period from 2008 to 2018, reaching over 100 billion euros, an increase of over *** billion euros. Pay-TV services, which include Now TV, Sky Deutschland, Canal, and Virgin Media, made up nearly half of the TV market revenues in Western Europe in 2018. Advertising accounted for just under ** of TV market revenues, while license fees made up the final share of revenue.

Pay TV services in Western Europe

The number of pay IPTV subscribers is expected to grow from just over ** million in 2016 to over ** million in 2022, while the number of pay satellite subscribers will fall by approximately *** million during the same period. Digital cable TV is also expected to reach million in 2022 and will remain the second most popular platform after FTA DDT. Additionally, analog cable TV is projected to decrease dramatically, from million subscribers in 2016 to half million subscribers in 2022.  

TV advertising expenditure in Europe

TV advertising spend in Western Europe increased from billion euros in 2017 to billion euros in 2018 but is expected to decrease to billion euros by 2021. For Central and Eastern Europe, the figures increased from *** billion euros in 2017 to almost billion euros in 2018 and will continue to grow to nearly **** billion euros by 2021.