4 key trends shaping Europe’s video entertainment market in 2025

Europe’s video entertainment market is in the midst of transformation. Streaming services continue to surge, Pay-TV remains resilient, and regional differences are shaping the pace of change at the country level.

Based on our latest Futuresource market insights for Spain, Italy and Poland, here are the key trends to watch out for in 2025 and beyond.

1. Streaming Growth Still Shows Strength

Spain and Italy are leading the pack for streaming revenue growth, with increases of 16% and 14% respectively, in 2024. This is being driven by investment in local content, strategic pricing adjustments, and the rise of ad-supported tiers from major players like Netflix and Disney+.

While Spain and Italy see consumers stacking multiple subscriptions, Poland’s market remains cautious. New consumers are entering the subscription sector, and taking a slightly more careful approach to service selection. Despite this, Poland experienced another year of double-digit growth in 2024, at 12%.

2. Box Office and Transactional Video Face Headwinds

After a strong post-pandemic rebound, 2024 was a challenging year for cinema and transactional video in Spain and Italy, with flat or declining revenues. However, Poland bucked the trend, with Amazon’s transactional store driving double-digit growth in Electronic Sell-Through (EST) and Transactional Video on Demand (TVoD).

Looking ahead, we expect an improved film slate in 2025 to reinvigorate both theatrical and digital sales across Europe.

3. Pay-TV Holds its Ground

Despite the rise of streaming, Pay-TV remains a dominant force, particularly in Poland, where it accounts for 60% of total entertainment market revenue.

Spain and Italy exhibit slightly lower shares, but these are still significant, at 47% and 44% respectively. Bundled deals integrating SVoD services into Pay-TV packages are helping to maintain stability in this sector.

4. Regional Variations with Common Themes

While each country is evolving at its own pace, the broader trends are clear. Streaming continues to expand, traditional models are adapting, and consumer preferences are becoming more refined.

Understanding these shifts and the underlying nuances is key to staying ahead in this dynamic market. If you’re looking for deeper insights to shape your strategy, then let’s talk. Our latest Video Insights reports on Spain, Italy and Poland provides the data and analysis you need to make informed decisions, so why not get in touch today? Contact imad.sarwar@futuresource-hq.com today.