🇺🇸 U.S. streamers conquer Europe’s online market
Local platforms across Europe are rapidly losing ground under pressure from global giants.
According to analysis by Mediavision and the DPP, as of February 2026, U.S. streaming services such as Netflix, Disney+ and Prime Video account for around 75% of all online viewing time in Europe.
On average, domestic services retain only about 25% of the online audience. National players are strongest in Finland (43% share) and Denmark (30%), while local platforms in Spain are struggling the most, with their share dropping to 19%.
Experts note that the issue is not just content quality, but also interface convenience: global platforms have effectively become the default “point of entry” for viewers.
For European broadcasters, a critical moment has arrived: to survive digital transformation, they must not only produce local hits, but also radically rethink their distribution strategies, fighting for every minute of user attention.
