New data from the European Audiovisual Observatory reveals that series now command a decisive share of viewing on subscription video-on-demand (SVOD) platforms in Europe, accounting for 78% of total viewing time compared to just 22% for films. The findings, detailed in the report “TV and SVOD: Series Get More Viewing Time on SVOD (78%) than Films (22%),” highlight how consumer behavior continues to evolve in favor of serialized storytelling over feature-length content in the digital space.
The Observatory’s analysis shows that, while films have historically been central to the appeal of streaming services, the reality of consumption patterns strongly favors episodic content. This imbalance is even more pronounced among younger demographics, who gravitate toward binge-watching formats and longer narrative arcs that series provide.
“SVOD platforms are now clearly series-driven,” the report notes. “For every hour spent watching films, viewers spend more than three hours watching series. This ratio reflects not only the abundance of series titles on these platforms but also the viewing habits that have developed around them.”
The data also point to a structural shift in the SVOD content mix. While movies still play an important role in subscriber acquisition — often showcased as exclusive premieres — series have become indispensable for retention, driving continued engagement and habitual viewing. This dynamic is central to the competitive strategies of global and regional players alike, as they invest heavily in serialized formats to anchor their subscriber base.
The European Audiovisual Observatory also stressed the implications for producers and rights holders, who face increasing pressure to deliver high-quality series with international appeal. “The audience’s strong preference for series should guide content investment strategies,” the report recommends, adding that the prominence of series could further widen the gap between resources allocated to series and films.
As the SVOD landscape becomes more saturated and competitive, the Observatory warns that relying solely on high-profile film acquisitions may no longer be enough to sustain growth. Instead, platforms that can deliver a steady pipeline of compelling series are likely to see stronger retention and lower churn.
The report concludes that, while films retain prestige and cultural significance, series have become the backbone of SVOD viewing behavior in Europe, reshaping both content production and distribution priorities. The 78-to-22 ratio underscores just how far audiences have shifted — and how much the business must continue adapting to meet this demand.