♻️ Entertainment market shifts from competition to ecosystem

According to a consumer study conducted by analytical firm Futuresource Consulting across seven key markets, modern audiences are no longer confined to a single format. Instead, viewers navigate fluidly between movie theaters, subscription streaming, and paid digital releases, with each distribution channel serving its own unique purpose.

Anastasia Budash, Lead Video Analyst at Futuresource, notes that the most valuable segment for the industry comprises consumers who engage with content across multiple formats simultaneously. This intersection holds the greatest potential for growth, making the seamless integration of these touchpoints the primary objective for market players.

Key trends in media consumption include:

• Theatrical recovery: Following a strong performance in 2025, cinema attendance continues to demonstrate robust growth. This momentum is particularly visible in France and Germany, where the core audience consists of viewers aged 26 to 45. Movie theaters are firmly establishing themselves as the definitive launching pad for high-budget content.
• New momentum for transactional digital releases: The model for purchasing and renting digital copies (TVoD) is strengthening its position, driven by Premium Video-on-Demand (PVOD) early-access windows. Approximately 20% of consumers are willing to pay a premium to watch new releases early at home. Demand is highest in the UK and the US, while in Germany, Italy, and Spain, interest is growing among the older demographic (aged 46–65).
• Streaming maturity and the pivot to advertising: The subscription Video-on-Demand (SVoD) market has stabilized, with the average number of paid services per household plateauing at 2.8. Future growth is being driven by ad-supported tiers (AVoD) and free channels (FAST). To date, 66% of households have access to at least one service operating on an ad-supported model.
• Connected TV segment expansion: Sustained by the growing installed base of smart TVs, ad-supported video services continue to scale, with 4 out of 10 households regularly utilizing at least one AVoD service. The US remains the market leader at 64%, while Spain has emerged as the primary growth driver in Europe.

James Duvall, Principal Analyst at Futuresource, emphasizes that as the streaming market matures, the industry’s focus is shifting toward content lifecycle management. The success of distributors and platforms no longer depends on competing sales channels, but rather on constructing a seamless viewer journey throughout the entire lifespan of a media asset.