Video streaming soars, driving double-digit growth in 2024

Europe’s video entertainment landscape is evolving rapidly, with continued growth across the region and streaming services seeing strong gains in key markets. The latest trio of new reports from Futuresource Consulting showcases the countries where audiences continue to embrace a wide breadth of content, whether that’s coming through traditional Pay-TV operators or via direct subscription video on demand services.

This latest series of Futuresource reports evaluates the video entertainment markets in Spain, Italy and Poland, and assesses the impactors and drivers as the sector continues its transition to digital.

Streaming continues to surge
“We’re seeing a surge in streaming revenues in Spain and Italy,” says Rachel Mitchell, Research Analyst at Futuresource Consulting. “In 2024, Spain recorded robust growth of 16% in streaming revenue, while Italy followed closely behind with 14%, and it’s coming from an alignment of different influences. There’s been an increase in investment in local content, some strategic price adjustments, and plenty of action in the ad-supported subscription tiers from major platforms like Netflix and Disney+.”

Spain and Italy aren’t alone in this push forward into new streaming territory, with growth in Poland seeing another year of double-digit growth at 12%. Through to 2028, growth here will be more measured, rising by just 3% annually, with consumers content on having around 2.1 services per household, sitting not far behind Italy at 2.2, and Spain at 2.4. Stacking of multiple services, is static in Poland, as new consumers enter the subscription sector, taking a slightly more cautious approach to the number of services they take.

A tougher year for box office and transactional
For Spain and Italy, after a period of strong post-pandemic box office growth, 2024 proved challenging here and in a number of other markets, with flat or slightly declining revenues. This has had a knock-on effect on transactional video, particularly in regions where retail distribution remains static. Yet, for Poland, there’s been a significant boost from the launch of Amazon’s transactional store, which has fuelled double-digit growth in Electronic Sell-Through (EST) and Transactional Video on Demand (TVoD). Futuresource expects this trend to persist over the coming years.

More short-term, the outlook for 2025 is far more optimistic for all markets, with an improved slate of film releases expected to reinvigorate both theatrical and digital transactional markets.

Pay-TV holds its ground amid changing consumer habits
“Despite the rise of streaming, Pay-TV remains a cornerstone of consumer entertainment spend,” says Anastasia Budash, Lead Market Analyst, Futuresource Consulting. “This is particularly pronounced in Poland, where household penetration is at 69%. Pay-TV generated 60% of the total market revenue in 2024, supported by a high TV viewing culture, as well as a raft of market strategies employed to limit or redirect cord-cutting.”

In Spain and Italy, the sector commands a slightly smaller, but still significant share, at 47% and 44% respectively. Stability in this segment is largely due to bundled subscription deals, which now commonly integrate leading SVoD services into Pay-TV packages.

Regional divides and common ground
“Europe’s entertainment market is increasingly fragmented, with different countries and sub-regions moving at their own pace. Yet there are many underlying similarities as well. By understanding these interlocking patterns, shifts and nuances, savvy industry players are able to capitalise on new opportunities.”

Notes:

Futuresource Consulting, established in the 1980s, is a leading research and consulting firm specialising in global market analysis, forecasts and strategic insights. With a deep understanding of emerging trends and technologies, Futuresource helps businesses navigate complex markets and make informed decisions.

With 2025 set to bring a revitalised box office, evolving Pay-TV strategies, and new growth opportunities for both streaming and transactional video, Futuresource Consulting’s latest insights provide a crucial guide for industry stakeholders navigating the ever-changing digital entertainment space. To learn more about Futuresource Consulting’s series of video insight reports or to make a purchase, please contact:

Sales Contact: Imad Sarwar, Senior Business Development Manager imad.sarwar@futuresource-hq.com

Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com