The US leads the European streaming market
At the International Technology Congress IBC 2025, experts discussed the European streaming market. According to analysts from 3Vision, Europe accounts for only 18% of the global market, which is dominated by the US. Despite this, European streaming is already $5 billion ahead of pay-TV, and this gap will continue to grow.
The main feature of the European market is the popularity of BVOD services (broadcaster video-on-demand). This hinders the development of FAST channels, as advertising revenue is divided among many players. Competition in the FAST market is becoming increasingly fierce, especially after giants like the BBC and ZDF entered it.
The main problem for European companies is market fragmentation. It is difficult for local players to compete with global giants because their audience and advertising revenues are divided by country. To succeed, scale is necessary, which is difficult to achieve within a single country.
