According to a new report from the European Audiovisual Observatory, SVOD is the driving force behind the growth of the pay on-demand market, with SVOD representing 66% of total market revenue in 2016, compared with only 11% in 2011. SVOD still remains a comparatively small market compared to Pay-TV. In 2016 it accounted for 18% of all subscriptions to paid-for services. This represents considerable growth when compared with 2011, when it was only 1%. In 2016, SVOD represented 6.8% of total revenue of all paid-for services, compared with 0.2% in 2011.
By the end of 2016, there were an estimated 38.7 million subscribers to SVOD in the EU and 43.5 million in greater Europe. The average annual growth rate of the number of subscribers between 2011 and 2016 was 55.5% for the EU and 54.2% for greater Europe. The average penetration of SVOD among TV households in 2016 was 17% for the EU and 14% for greater Europe. Four out of the top five countries in terms of penetration of SVOD were Scandinavian countries.
Revenues are also increasing sharply. In 2016, total revenues for SVOD services was estimated at €2.5 billion ($3.1 billion) in the EU and €2.8 billion ($3.5 billion) in greater Europe. The average annual growth rate of revenue between 2011 and 2016 was 128% for the EU and 106% for greater Europe. The top five countries by SVOD revenue were the United Kingdom, Germany, Sweden, Denmark and Norway. Together, they accounted for 69% of total SVOD revenue in Europe.
The full report can be downloaded without cost from here.
