The latest report from the British market research firm Digital TV projects a notable surge in OTT revenue across Western Europe, foreseeing a climb to $48 billion by 2029, up from $31 billion in 2023, representing an additional $17 billion over the span of six years. According to insights, the UK is anticipated to contribute $10 billion in 2029, followed by $9 billion from Germany, $5 billion from Italy, and $7 billion from France.
Netflix, the dominant force in streaming, is set to contribute to contribute $10.7 billion overall by 2029, while Disney is expected to add $4.9 billion to the total. Collectively, other AVOD and SVOD services are projected to yield a combined total of $21.4 billion by 2029, excluding contributions from Paramount+, Max, Amazon, and Apple TV+.
Furthermore, the company has reported a forecasted decline in pay TV subscribers across Western Europe, with numbers expected to drop to 93 million by 2029. This decline represents an 8% decrease in pay TV customers, translating to nearly 9 million fewer subscribers between 2023 and 2029. However, the rate of decline in pay TV subscriptions in Western Europe is anticipated to be slower compared to the US, with pay TV penetration still holding at 53% by 2029 – down from 58% in 2023.
Simon Murray, principal analyst at Digital TV Research, summarized the state of the issue: "We anticipate that a combined effort from Netflix, Disney+, Max, and Paramount+ will generate AVOD revenues of $2.4 billion by 2029, along with an additional $16.2 billion from SVOD," commented.