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Western Europe SVOD Forecasts

Western Europe SVOD Forecasts

Netflix will remain the dominant force in Western European SVOD for the next five years. However, Amazon Video will provide a stiff challenge as Digital TV Research estimates that 15 Western European countries will offer Amazon Prime Video by end-2017. 

Netflix’s share of Western European SVOD subscribers will fall from 51% in 2015 to 47% by 2021. However, Amazon’s share will grow from 14% in 2015 to 21% by 2021*. So, these two companies control two-thirds of the region’s SVOD subs.

The Western Europe SVOD Forecasts report expects 55.17 million paying SVOD subscribers across 17 countries by 2021, up from 24.17 million in 2015 and an expected 32.87 million by end-2016. More than 8 million subscribers will be added in 2016 alone. 

Simon Murray, Principal Analyst at Digital TV Research, said: “The UK will remain market leader, but Germany will close the gap. The UK accounted for a third of SVOD subscribers in 2015, but this proportion will fall to a quarter by 2021.” 

He continued: “SVOD growth will be more modest in France, Italy and Spain. In fact, the Netherlands and Sweden will have more SVOD subs than Spain in 2021, despite having much smaller populations.” 


Published in December 2016, this 200-page PDF and excel report contains comprehensive coverage of the SVOD sector (TV episodes and movies) for 100 countries. The report comprises:

Executive Summary.
Major SVOD players, including subscriber estimates by country (2010 to 2021) for the major platforms.
Country-by-country forecasts from 2010 to 2021

100 countries and 331 platforms covered:

Country No of ops Operators
Austria 5 Netflix, Amazon, Sky, Maxdome, Myprime
Belgium 4 Netflix; Amazon; Videoland; Yelo
Denmark 4 Netflix; Amazon; HBO; Viaplay
Finland 4 Netflix; Amazon; HBO; Viaplay
France 3 Netflix; Amazon; Canal Play
Germany 5 Netflix, Amazon, Sky, Maxdome, Myprime
Iceland 1 Netflix
Ireland 2 Netflix; Amazon
Italy 5 Netflix; Amazon; Sky; TIMVision; Mediaset Infinity
Luxembourg 2 Netflix; Amazon
Netherlands 4 Netflix; Amazon; Videoland; Myprime
Norway 4 Netflix; Amazon; HBO; Viaplay
Portugal 3 Netflix; N Play; Videoclube
Spain 3 Netflix; Amazon; HBO
Sweden 4 Netflix; Amazon; HBO; Viaplay
Switzerland 4 Netflix; Amazon; Myprime; Teleclub Play
UK 3 Netflix; Amazon; Now TV

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