According to a 3Vision report, Western Europe’s streaming market is expected to reach $74.9 billion in annual revenue by 2031, representing 41% growth between 2026 and 2031.
While SVOD subscriptions are projected to rise from 293 million to 363 million, revenue growth is expected to outpace subscriber growth.
SVOD revenue is forecast to increase from $30.6 billion to $41.3 billion, while AVOD revenue could rise from $17.5 billion to $26.7 billion. FAST is set to be the region’s fastest-growing streaming segment, with a projected 76% increase in revenue, reaching $3.4 billion by 2031.
Advertising-supported tiers, hybrid subscription models, content bundling and premium pricing are expected to play an increasingly important role in driving growth. YouTube’s advertising revenue is projected to reach $11.6 billion by 2031, although its share of the AVOD market is expected to decline from 48% to 43% as streaming platforms and broadcasters strengthen their own advertising businesses.
Netflix, Amazon Prime Video and regional broadcasters are continuing to expand their ad-supported offerings across Europe, while consolidation, acquisitions and bundling partnerships are also expected to shape the market.
The report suggests that the next phase of streaming competition will be less about simply adding subscribers and more about maximizing revenue from existing audiences through a combination of subscriptions, advertising, content and distribution.
