Western Europe Digital Video 2022

Inflation Won’t Dent Steady Growth in Viewers

Executive Summary

The pandemic fueled a bigger-than-expected increase in video viewing in 2020, and that audience is still growing. But given sharp rises in the cost of living, some consumers in Western Europe are cutting back on subscription video services.


  1. How many people in Western Europe regularly watch digital video, and how many do so on mobile devices?
  2. Which are the most popular free and paid-for video platforms in Western Europe?
  3. How can advertisers adjust to the market turbulence?

WHAT’S IN THIS REPORT? Our latest forecast for digital video viewers in Western Europe, including breakouts by age for France and Germany. Plus, a look at the top platforms serving the region.

KEY STAT: Nearly 80% of internet users in Western Europe already watch digital video at least monthly. In 2025, that audience will number 300.1 million.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Macroeconomic Trends Weigh on the Market
  4. Growth Slows After 2020’s Sharper Rise
  1. Digital Video Viewing’s Move Into Mobile and CTV
  2. Subscription Video: Making Steady Gains Despite Economic Gloom
  3. Major Platforms Take the Lion’s Share of Audiences
  4. The Video Landscape Will Get More, Not Less, Complex
  1. What Does This Forecast Mean for Marketers in Western Europe?
  2. Read Next
  3. Sources
  4. Media Gallery

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Karin von Abrams


Alina Brentnall
Senior Researcher
Iwona Drapala
Senior Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Paul Verna
Principal Analyst

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