Europe’s traditional broadcasters are under mounting pressure as global streaming platforms rapidly erode their once-dominant position in the audiovisual landscape. According to the Boston Consulting Group’s September 2025 report "How European Broadcasters Can Compete with Global Streaming Giants," conducted in partnership with Native Research, streaming and social video platforms now reach 97% of viewers in the UK, France, Germany, and Switzerland, accounting for 64% of weekly viewing time. For Gen-Z, the shift is even starker—only 16% of their viewing is on linear television, with more than 40% of their screen time spent on platforms like YouTube.
Streaming platforms such as Netflix, Prime Video, Disney+, and YouTube dominate the top five services consumers say matter most for their viewing experience. Algorithms have replaced traditional channel guides, and nearly one-third of viewers default to Netflix when uncertain about what to watch. The report also reveals that 73% of Western European households now pay for streaming services, trailing the US (80%) but indicating a mature, saturated market. Consumers typically subscribe to four or five services, with global platforms occupying the majority of those spots.
This market fragmentation leaves domestic broadcasters fighting over one or two remaining positions in viewers' streaming arsenals. YouTube alone now commands 10 percentage points more reach than Netflix among Gen-Z audiences, underscoring the platform’s growing relevance. A third of all YouTube users—and 38% of Gen-Z—now consume long-form content like films and TV series on the platform. In the UK, 41% of YouTube’s in-home viewing in 2024 took place on TV sets, up from 34% in 2023, per Ofcom data cited in the report.
Short-form video continues to reshape audience behavior and expectations. Platforms such as TikTok, Instagram Reels, and YouTube Shorts not only command attention but redefine what engaging content looks like. The report notes that 83% of viewers notice ads on these platforms, but only 39% say they diminish the experience. In contrast, baby boomers tend to be more critical of ads in short-form video, while Gen-Z remains largely indifferent or even receptive—17% say they consider such ads a bonus.
As subscription growth plateaus, monetization is shifting towards ad-supported models. Ampere Analysis projects that global streamers will spend over $12 billion on sports rights in 2025, encroaching on a space traditionally dominated by national broadcasters. Hybrid business models are gaining traction, with Prime Video leading in ad-tier subscriber share. Netflix and Amazon also lead in viewer perception of ad quality, described as both “entertaining” and “relevant.”
European broadcasters, while still seen as culturally significant—71% of viewers deem them relevant—are struggling to convert this goodwill into competitive digital services. Broadcaster VOD (BVOD) platforms like Germany’s Joyn and France’s TF1+ have reported strong growth—Joyn’s monthly user base rose 31% year-on-year, and viewing time increased 26%—but still trail far behind global players in market share.
The report outlines six strategic imperatives to ensure broadcasters’ survival and relevance. These include leveraging national roots and cultural relevance, pursuing partnerships and M&A to gain scale, expanding presence across digital and social platforms, diversifying revenue beyond traditional advertising and license fees, adopting generative AI at scale, and working with regulators to modernize media frameworks.
“In today’s fragmented ecosystem, broadcasters must shift from incumbents to challengers,” the authors state. They warn that continued delay will allow global platforms to further entrench their dominance, leaving European media increasingly dependent on foreign content pipelines. Even in markets like the UK, the report shows that global platforms’ share of the creative sector’s revenue doubled from 22% in 2014 to 42% in 2024.
The window for action is narrowing. But the report remains cautiously optimistic. “For broadcasters willing to evolve, disruption is not a threat; it is an opportunity to redefine and secure their essential role in European society,” conclude the authors of the report from BCG.
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