Spending by subscription video-on-demand (SVOD) platforms is set to hit €10 billion ($10.7 billion) in Europe‘s major TV markets by the end of 2024, according to an Ampere Analysis forecast. This surpasses the investment by the region’s public and commercial broadcasters, who are grappling with fierce competition from well-funded streamers, tightened content budgets and declining viewer engagement.
Ampere’s Media Consumer behavior tracker reveals a 16% drop in viewer engagement for commercial broadcasters across Europe’s top five markets since 2016. This slump has contributed to a nearly €1 billion decrease in the linear TV advertising market over the past decade. In response, broadcasters are pivoting towards streaming, but their content budgets have shrunk by 19% since 2016, even with €8 billion spent on film and TV content in 2023.
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