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Pay‑TV subscriptions rose to 15.2 million while SVoD reached 22.1 million homes; revenues up ~6% to €5.5bn in 2024 with VAUNET forecasting €5.8bn for 2025.

In Q2 2025, 69.7% of UK households—20.6 million homes—had access to an SVOD service, with Netflix (59.6%) and Prime Video (46.6%) leading and ad‑tier subscriptions rising notably, according to Barb data.

Futuresource forecasts that SVoD spending will rise by 6% in 2025, making up approximately 40% of the total market value. Subscription stacking remains common, with UK households holding over 52 million subscriptions—a 12 million increase since 2020.

According to Antenna’s Q3 2025 State of Subscriptions report, Specialty SVOD subscriptions grew 12% YoY by mid-2025, down from 22% the previous year, showing a maturing but still vital segment

87% of German adults now stream video content, overtaking linear TV at 86%, while mobile usage dominates, FAST channels gain traction, and paid subscriptions face mounting pressure from rising costs and demand for free alternatives.