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Three services dominate European streaming market

Probably not a surprise that Netflix, Prime Video and Disney Plus have the lion's share of streaming television consumption on the continent.

Probably not a surprise that Netflix, Prime Video and Disney Plus have the lion's share of streaming television consumption on the continent.

The logo of Netflix appears on a smartphone. (Photo via Wikimedia Commons)
The logo of Netflix appears on a smartphone. (Photo via Wikimedia Commons)

Three American streaming services have captured 85 percent of the European over-the-top television market, according to a new report released this week.

The study, commissioned by the European Audiovisual Observatory, found most streamers watched content from Netflix, Amazon’s Prime Video and Disney Plus, with 30 percent of content consumed on those platforms originating from the United Kingdom and other parts of Europe.

That 30 percent comprises films from the European Union (21 percent) and films and shows from the U.K. (9 percent), with slightly under 1 percent of content originating from non-EU states other than the U.K.

The study found around 30 percent of content streamed on cornerstone services originated from the European Union or the United Kingdom. (Courtesy graphic)
The study found around 30 percent of content streamed on cornerstone services originated from the European Union or the United Kingdom. (Courtesy graphic)

Scripted content accounts for nearly 9 out of 10 films and television shows streamed through the platforms, the report found. Newly-released motion pictures are the most-watched part of a service’s catalog, accounting for one-quarter of all content streamed, even though new films account for just 1 percent of a service’s catalog, the report said.

The study used catalog data from the streaming app JustWatch, along with viewership data from consulting and research firm Goldmedia.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 10 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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