In 2024, investment in original European content by audiovisual services reached an all-time high of €25.1 billion, according to the latest report by the European Audiovisual Observatory, based on data from Ampere Analysis. This marks a continued acceleration in content spending across the continent, with global streamers playing an increasingly dominant role.
While overall sector revenues grew moderately, spending on original content outpaced that growth significantly. The surge reflects shifting market dynamics in which platforms prioritize exclusive programming and market share expansion over profitability, often bundling subscription video-on-demand (SVOD) services with other offerings.
Global streamers invested €8.5 billion in original European content in 2024 alone, representing a 42% year-over-year increase. Although lower than the 97% jump seen in 2022, this growth signals sustained momentum. Streamers now account for 34% of all spending on European originals, up from just 8% in 2020.
Netflix, Disney+, and Amazon Prime Video each spent over €2 billion on European productions, jointly making up more than 80% of global streamers’ total investment. Apple TV+ and HBO Max followed, with €600 million and €500 million respectively.
Importantly, this increase in streamer investment did not displace broadcasters, who also expanded their spending—particularly private networks. Public broadcasters maintained a significant presence, especially in markets like Germany and Belgium, though their investments were constrained by limited financial resources. Private broadcasters took the lead in countries such as Italy and Poland, while Spain stood out for being dominated by global streamers, who contributed nearly 70% of the country’s original content funding.
The UK and Spain together captured 58% of global streamers’ original content budgets. Meanwhile, Germany, France, and the Netherlands lagged behind in attracting comparable investments.
In terms of content type, scripted programming continues to dominate, representing roughly 78% of streamers’ European originals, with 90% of that figure attributed to television series. Nonetheless, unscripted content and documentaries are gaining traction.
By 2024, original content made up 64% of global streamers’ European content spending, overtaking acquisitions for the first time. Across the board, both private and public broadcasters appear to be shifting away from acquired programming in favor of commissioning more original content, even as sports rights become an increasingly expensive line item—now accounting for 25% of all broadcaster content spending, compared to 38% for originals.
Overall, this investment surge is reshaping the European media landscape. As streaming platforms scale up their European operations and competition intensifies, the strategic value of locally produced, exclusive content continues to rise. The report provides a clear signal: the race for European viewership is increasingly defined by original storytelling—and streamers are willing to spend big to win.