Digital TV and Video in Europe: A Boom in Usage Fuels Expansion of Video Content Offerings - eMarketer
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Digital TV and Video in Europe: A Boom in Usage Fuels Expansion of Video Content Offerings

eMarketer Report

By: eMarketer

Published: February 18, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Traditional broadcast TV is almost universally popular in all parts of Europe, but alternative delivery channels for TV and video content are proliferating. As a result, millions of people now watch video on smart TVs, PCs, tablets and mobile phones.

  • Very few consumers in Europe are abandoning traditional linear TV. But almost all are shifting some of their video viewing to other screens, such as PCs and smart TVs.
  • Significant shares of video viewers in major European countries also watch digital video, including long-form items, on tablets and smartphones.
  • Throughout Europe, Google’s YouTube has greater reach than any other source of video content. But paid-for options, including offerings from Netflix, Amazon and other multinational players, are also multiplying across the region. Video content providers, telecom companies and internet firms are all eager to gain share in this expanding market.
  • To date, viewers in northern Europe have been more willing to pay for digital video content than their counterparts in southern countries such as Spain and Italy. The level of disposable income and the availability of prime content both contribute to this pattern.
  • As paid-for video services proliferate in Europe, many consumers will expect their subscriptions to be accessible across regional borders, not just in their home countries.

"Subscription video-on-demand (SVOD) is one of the fastest-growing sectors in the digital video market. Viewers across Europe are signing up for Netflix and similar services. This trend points to significant regional penetration in 2020."

Table of Contents

The Evolution of Viewing Habits

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Mobile Video Viewing

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Key Players

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Cross-Border Access and Usage

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Digital Video Revenues

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Video Ad Spending

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23 charts are included in the full report:

Digital TV and Video in Europe: A Boom in Usage Fuels Expansion of Video Content Offerings

Subscription Video-on-Demand (SVOD) Household Penetration in Western Europe, by Country, 2020 (% of TV households)

The Evolution of Viewing Habits

Subscription Video-on-Demand (SVOD) Household Penetration in Western Europe, by Country, 2020 (% of TV households)

Extent to Which TV Viewers in Select Countries Have Considered Cutting the Cord, Aug 2015 (% of respondents)

How Many Digital Viewers?

Frequency with Which Internet Users in Select Countries in Western Europe Access* or Download Digital Video**, Jan 2015 (% of respondents)

Devices Linked to Higher Video Usage

Methods Used to Watch TV Among Adults in Select Countries in Europe, March 2015 (% of respondents)

Share of Daily Time Spent Viewing Video Among Mobile Users* in Select Countries in Europe, by Device/Channel, July 2015 (minutes and % of total)

Frequency with Which Internet Users in Select Countries Binge-View* TV, May 2015 (% of respondents)

Paid vs. Free Access

Internet Users in Select Countries in Europe Who Have Paid for Streaming TV/Video Content, May 2015 (% of respondents)

Mobile Video Viewing

Share of Time Spent Watching Digital Video in Select Countries in Western Europe, by Device, Q3 2015 (% of total)

Frequency with Which Tablet Internet Users in Select Countries View Digital Video via Tablet, March 2015 (% of respondents)

Tablet Video Viewers in Select Countries in Western Europe, by Video Content Type, Oct 2015 (% of respondents)

Attitudes Toward Mobile Video Among Smartphone Video Viewers in Select Countries, May 2015 (% of respondents)

Share of Time Spent Watching Digital Video in Europe, by Device and Video Length, Q3 2015 (% of total)

Key Players

Types of Sites/Apps Used to View Digital Video Among Digital Video Viewers in Select Countries, March 2015 (% of respondents)

Netflix

Paid Netflix Subscribers in Select Countries/Regions, Dec 2011-Dec 2015 (thousands)

Top 10 Countries*, Ranked by Number of Netflix Subscriber Households, Q3 2015 (millions)

Netflix Subscribers in Select Regions in Europe and Worldwide, 2019 (millions)

Sky

Sites Used by UK Internet Users to View Movies/TV Shows, Feb 2013-Aug 2015 (% of respondents)

Digital Video Revenues

Over-the-Top (OTT) TV and Video Revenues in Western Europe, by Country, 2010-2020 (millions)

Video Ad Spending

Digital Video Revenue Share in Europe, by Channel, 2014 (% of total)

Digital Video Advertiser Share in EMEA, by Industry, Q3 2015 (% of total impressions served by Videology)

Clickthrough (CTR) and Completion Rates for Desktop vs. Mobile* Pre-Roll Video Ads in Select Countries in Western Europe, Aug-Oct 2015 (among impressions served by TubeMogul)

Challenges of Programmatic Digital Video Advertising According to Ad Buyers vs. Publishers in Western Europe*, Q3 2015 (% of respondents)

Allocation of Digital Video Ad Budget According to Ad Buyers vs. Publishers in Western Europe*, by Channel, 2014 & 2015 (% of total)