Western Europe Digital Video 2022

Inflation Won’t Dent Steady Growth in Viewers

Report by Karin von Abrams  | Nov 14, 2022
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Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Weigh on the Market
Growth Slows After 2020’s Sharper Rise
Digital Video Viewing’s Move Into Mobile and CTV
Subscription Video: Making Steady Gains Despite Economic Gloom
Major Platforms Take the Lion’s Share of Audiences
The Video Landscape Will Get More, Not Less, Complex
What Does This Forecast Mean for Marketers in Western Europe?
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Media Gallery
About This Report
Western Europe’s digital video audience continues to grow, though some financially squeezed consumers are canceling subscriptions. In 2023, more than 290 million people in the region will watch digital video at least monthly.
Topics
Digital Video
Western Europe
Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Weigh on the Market
Growth Slows After 2020’s Sharper Rise
Digital Video Viewing’s Move Into Mobile and CTV
Subscription Video: Making Steady Gains Despite Economic Gloom
Major Platforms Take the Lion’s Share of Audiences
The Video Landscape Will Get More, Not Less, Complex
What Does This Forecast Mean for Marketers in Western Europe?
Read Next
Sources
Media Gallery

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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  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.

Digital Video Viewers in Western Europe, 2021-2025 (millions, % change, and % of internet users)
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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.

Here’s what’s in the full report

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12charts

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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

Charts in This Report

Digital Video Viewers in Western Europe, 2021-2025 (millions, % change, and % of internet users)Categories in Which Consumers in Germany Are Planning to/Have Already Reduced Spending Due to Inflation, March 2022 (% of respondents)
Digital Video Viewers in Select Countries in Western Europe, 2021-2025 (millions)Digital Video Viewers in France and Germany, by Age, 2021-2025 (millions)
Mobile Phone Video Viewers in France, by Age, 2021-2025 (millions)Smartphone Video Viewers in Western Europe, 2021-2025 (millions, % change, % of internet users, and % of digital video viewers)
Subscription OTT Viewers in Western Europe, 2021-2025 (millions, % change, and % of internet users)Subscription OTT Viewers in Select Countries in Western Europe, 2021-2025 (millions)
YouTube Viewers in Western Europe, 2021-2025 (millions, % change, % of internet users, and % of digital video viewers)YouTube Viewers in Germany, by Age, Jan 2022 (% of respondents in each group)
Netflix Viewers in Western Europe, 2021-2025 (millions, % change, % of internet users, and % of digital video viewers)Amazon Prime Video Viewer Metrics in Germany, 2021-2025

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Download
Report
Spreadsheet
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Weigh on the Market
Growth Slows After 2020’s Sharper Rise
Digital Video Viewing’s Move Into Mobile and CTV
Subscription Video: Making Steady Gains Despite Economic Gloom
Major Platforms Take the Lion’s Share of Audiences
The Video Landscape Will Get More, Not Less, Complex
What Does This Forecast Mean for Marketers in Western Europe?
Read Next
Sources
Media Gallery
About This Report
Western Europe’s digital video audience continues to grow, though some financially squeezed consumers are canceling subscriptions. In 2023, more than 290 million people in the region will watch digital video at least monthly.
Topics
Digital Video
Western Europe
Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Weigh on the Market
Growth Slows After 2020’s Sharper Rise
Digital Video Viewing’s Move Into Mobile and CTV
Subscription Video: Making Steady Gains Despite Economic Gloom
Major Platforms Take the Lion’s Share of Audiences
The Video Landscape Will Get More, Not Less, Complex
What Does This Forecast Mean for Marketers in Western Europe?
Read Next
Sources
Media Gallery
Download PDF

authors

Karin von Abrams

Contributors

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