The rise of streaming: trends in the European TV market

by DETECt Project | Jan 16, 2020 | News | 0 comments

The rise of streaming: trends in the European TV market

by DETECt Project | Jan 16, 2020 | News | 0 comments

A closer look at the impact of streaming on European television.

The interactive infographic is based on data from the European Audiovisual Observatory in Strasbourg.

Did you know that Denmark is the EU Country with the highest share of subscribers to Video on Demand services? So, it’s no surprise that our Danish DETECt Team at Aarhus and Aalborg University took a closer look at the impact of streaming on European television.

A 2016 study by the US-American FX Networks Research shows a clear impact of streaming on the production of TV series in the USA. In less than a decade, the number of original scripted series produced in the USA has nearly doubled with online and pay-TV services showing the highest increase. Therefore, our Danish colleagues asked how streaming has influenced the production of TV in Europe, where SVoD services like Netflix, Amazon Prime Video and HBO have been expanding since 2012.

Based on data from the European Audiovisual Observatory in Strasbourg, the team have compiled this interactive infographic, which explains three key trends of the European TV market today.

Trends on the European TV market

presented by

Based on data from the European Audiovisual Observatory

created by Cathrin Bengesser

free VoD

pay VoD

Source: Schneeberger 2019, EAO "Audiovisual Media Services in Europe" p. 8

EU 28+

Albania, Armenia, Bosnia & Herzegovina, Georgia, Iceland, Liechtenstein, Montenegro, North Macedonia, Norway, Russia, Switzerland, Turkey, Morocco

expanded across the EU between 2012 and 2015

NETFLIX

of European Broadband households had an SVoD subscription in 2017.

of Western European homes are expected to have SVoD by 2023.

Source: Ene 2019, EAO "Pay AV services in Europe" p. 17.

HBO

is now active in 20 European countries.

AMAZON PRIME Video

expanded across the EU between 2012 and 2016

McDonald 2018, Digital TV Europe

of SVoD subscriptions in the EU are for Netflix or Amazon

The rise of streaming

Nearly 3,000 streaming services operate in Europe, 1,300 offer video-on-demand (VoD).

Most EU subscribers have Netflix or Amazon, which operate across the EU. More Europeans will subscribe in the future, but levels vary significantly across the countries.

80%

25%

69%

> 75% in Denmark

< 10 % in Hungary

catch-up

pay and free VoD services can be expected to be in need of content for their catalogues

962

titles produced

235 new

201 continuing

3-13 ep. Series

Sample of 92 channels and 7 SVoD services

in 22 EU countries

Source: Fontaine & Jimenez 2019, EAO 'The production and circulation of TV fiction in the EU28 - Television and VOD'.

3-13 ep.

series

1-2 ep.

TV films

3-13 ep. series make up

on SVoD services

of EU titles

76%

The rise of series

About 1,000 fiction titles are produced for TV in the EU each year.

More 3-13 episode series are produced now. They are considered the "high end" of TV production and export well. Most EU titles on VoD services belong to this form.

3-13 ep.

1-2 ep.

14-26 ep.

> 52 ep.

27-52 ep.

Number of productions fairly stable, but shift towards more 3-13 ep. series, which are sought after on the global market

Broadcasters drive TV production

Although the SVoD services have increased their production of European originals in the last years and are considered trend-setters, it is still the broadcasters who commission most productions. Most EU high-end series originate from public service broadcasters (PSB).

Source: Fontaine & Jimenez 2019, EAO 'The production and circulation of TV fiction in the EU28 - Television and VOD'.

of 3-13 ep. series originate from SVoDs

Public Service Broadcasters

Private broadcasters & SVoDs

Sample: Netflix, Amazon, Maxdome, Canal Play, ViaPlay, Cmore, Vod.pl

Suburra (IT)

Criminal (UK, D, F, ES)
The Rain (DK)

Popular EU SVoD crime originals

Popular EU broadcast crime originals

Bodyguard (UK)
Bron / Broen (SE/DK)
Broadchurch (UK)

is one of the most popular Netflix Originals, but was first produced by Spanish broadcaster Antenna 3

La Casa de Papel

SVoD services' contribution to original European series productions is marginal

Infographic produced by DETECt Project
last update: January 2020

Based on data from the European Audiovisual Observatory

www.detect-project.eu