European video subscription market settles into stable phase

European Video Subscriptions Settle Into Stable Market Phase

According to Oliver Wyman, the video subscription market is facing headwinds across Europe. While growth may continue in the short term, the market will experience fewer growth opportunities and stabilization in the future.

Despite a rise in the percentage of consumers likely to increase their video subscriptions this year, there is a clear trend that fewer do so each year (-3% versus 2023), according to an analysis of data from the management consulting firm’s annual Global Consumer Survey. As a result, the number of subscription renewals is falling in all EU countries except Spain and the United Kingdom (UK). On the other hand, the percentage of consumers who want to reduce their number of subscriptions is also lower (-6% versus 2023) in every country.

The survey, which included 7,000 respondents in Spain, Italy, France, Germany, and the UK, did have some bright spots. There are still opportunities to grow and counter some of the negative trends. Countries with lower overall penetration and a high number of consumers without any subscription have a margin to improve, and the “super user” segment offers another avenue for growth.