Advanced Television

Forecast: W Europe SVoD subs to top N America in 2024

September 11, 2023

Ampere Analysis forecasts that the number of households taking at least one subscription OTT service in Western Europe is set to surpass North America in 2024, with the UK and Germany driving much of this growth. North America (US plus Canada) will fall to the world’s third-largest geographic region for streaming homes after Asia, and now Western Europe.

With countries outside of North America forecast to drive streaming growth, the region will also no longer account for the majority of streaming revenue, falling below 50 per cent of global revenue in 2024.

The implications for content investment are significant. Global streamers have been increasingly targeting international markets for production to satisfy the demands of audiences outside the US and bolster further growth in regions with the most potential for new customer acquisition. Already only 43 per cent of Netflix’s upcoming series are being made in the US and other streamers are following suit. Prime Video and Disney+ also now make fewer than 50 per cent of their upcoming shows in the US and Paramount+ is rapidly heading the same way.

With Asia holding the crown as the fastest-growing and largest region for streaming, it is likely to see the biggest increase in focus for content investment with a knock-on effect for viewers who will see more and more Asian-origin content on their streaming platforms. Western Europe, too, will become increasingly influential as a source of content on streaming as, moving forward, it is set to remain the second strongest region for streaming customers.

“Streaming saturation in North America is the primary driver for reduced growth,” advises Guy Bisson, Executive Director at Ampere Analysis. “Other world regions still have headroom for new customers, both in terms of customers entirely new to streaming and in the number of services taken in each home. North America also losing its place as the largest revenue generating region can only accelerate the existing trend for focusing content investment on key growth markets having long-term implications for the US production sectors and for inward investment into Asia and Europe.”

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