Julia Stoll
Research expert covering TV and video media
Pay TV in Europe - statistics & facts
Pay TV, which refers to subscription-based cable or satellite television services, has remained a leading source of news and entertainment across the globe. In recent years, however, a wave of technological advancements, over-the-top (OTT) video content, and online streaming services have challenged and transformed the pay TV industry like never before. Global pay TV revenue has declined since 2016, and this trend is unlikely to reverse, given the growing availability and popularity of on-demand content. Viewing behavior and preferences are also changing throughout Europe. But while the streaming revolution is already in full swing in mature digital markets in Western Europe, pay TV is still seeing growth rates in subscription numbers in other regions, such as Greece, Malta, and Cyprus.
Subscribers and revenues
Pay TV subscriber counts and revenues have steadily decreased in recent years, not least because of the ongoing proliferation of subscription video-on-demand (SVOD) platforms and other digital video alternatives. Audiences generally prefer non-linear video entertainment options and streaming services over traditional TV offerings because they can schedule their viewing times flexibly and choose from a much larger content catalog at similar or even more affordable prices. But while these downward trends in viewership and revenues can be observed on a pan-European basis, there are visible regional differences when it comes to how rapidly audiences are turning away from pay TV. The number of pay TV subscribers in Western Europe, for example, is set to decline by around nine million between 2023 and 2029. In comparison, the overall number of pay tv households in Eastern Europe is expected to decline by about six million during that same time frame.Who are the leading pay TV operators?
While the European pay TV landscape comprises various regional broadcasters, one provider continues to top multiple market charts at once. In 2024, Sky was the leading pay TV company in the UK and Italy, while also ranking among the three most popular pay TV operators in Germany. Other major European players include Vodafone, which had the highest pay TV subscriber share in Germany and third-highest shares in Spain and Italy, as well as Telia, which dominated large parts of the Nordic pay TV market. Seeing that many of these services are also constantly expanding its streaming portfolio, they will likely remain the top entertainment and communications brands in the region for a while.
