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The latest revenue data for video-on-demand in the European Union shows 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 ** percent to a ** 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. ÌÇÐÄÆƽâ°æ’s Digital Market Outlook indicates that SVOD revenue in Europe is expected to grow by **** percent in 2021, and **** percent in 2022. Although growth is not expected to be as significant in the period following this, 2025 is still set to see a **** 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 ** million subscribers, while Amazon Prime had around ** 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 ** million, roughly double the amount reported in 2021. In Western Europe, Netflix is expected to reach a subscriber count of ** 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 ** million.