Strong growth for European video-on-demand
The European video services sector continues to grow. The number of audiovisual media services and video-sharing platforms (VSPs) available increased in wider Europe by 5% between December 2024 and December 2025. The number of On-demand services (VOD) grew faster (15%) than the number of TV channels (1%). The growth of VOD is driven by influencers, VSP channels and social media accounts. TV channels still represent the majority of media services in number, but their share decreased from 74% in 2024 to 71% in 2025.
The numbers are from “Audiovisual Media Services in Europe – 2025” a report published by the European Audiovisual Observatory, part of the Council of Europe in Strasbourg.
“US groups have a substantial influence on the European audiovisual sector, with significant portfolios and market presence compared to their European counterparts”, the report says.
“US TV channel portfolios are significantly larger than European ones, with 69% of channels in the top 10 TV groups owned by five US companies. This is due to the dissemination of a higher number of localized versions per one specific network, as opposed to the European broadcaster portfolios.”
The report says a comparison of the top 50 TV and VOD players shows striking differences. European companies are better represented among VOD players, with 80% of VOD services operated by the top 50 VOD groups, as opposed to only 50% of TV channels.
“This shows the diversity and volume of European VOD offerings with a variety of national players and niche topics, but it cannot offset the concentration created by the US market leaders.”
“Compared to 2024, the 20 biggest players in the media sector remain remarkably stable in terms of companies and market presence.”
“The top pan-European players are either multi-service players, like Comcast, active in both TV and VOD markets or single brand players, like Netflix or multi-service players, with a focus on on-demand markets. When branching out, top players build their on-demand presence in markets where they already have a TV presence.”
The report covers EU27, Albania, Armenia, Bosnia and Herzegovina, Georgia, Iceland, Liechtenstein, Montenegro, North Macedonia, the Republic of Moldova, Norway, Serbia, Switzerland, Türkiye, the UK and Ukraine.
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