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Pay TV and OTT video in Western Europe: trends and forecasts 2019–2024

Martin Scott Principal Analyst, Research
Jakub Konieczny Research Analyst

"Operator OTT services will drive the growth of traditional pay-TV providers’ and operators’ overall retail revenue from EUR32.5 billion in 2019 to EUR34.6 billion in 2024."

Pay TV in Western Europe: trends and forecasts 2017–2022

OTT video will generate 46% of TV and video retail revenue by 2024 and account for more paying users than traditional pay TV in Western Europe. This forecast unites our traditional pay-TV and OTT video forecasts for Western Europe into a single forecast because these services cannot be viewed in isolation.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT. Operator OTT and third-party OTT are split by category of OTT video service – linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD
  • forecasts for 16 individual countries and Western Europe as a whole.

Geographical coverage and key metrics

Geographical coverage


Key metrics

Regions modelled:

  • Western Europe


Countries modelled individually

  • Austria
  • Belgium
  • Denmark
  • Finland
  • France
  • Germany
  • Greece
  • Ireland
  • Italy
  • Netherlands
  • Norway
  • Portugal
  • Spain
  • Sweden
  • Switzerland
  • UK


  • pay-TV households and connections
  • OTT video users
  • retail revenue (spend)
  • ASPU


Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT


OTT video is split as follows:

  • linear – channels (paid-for and free)
  • linear – events
  • TVoD – (rental and ownership)
  • SVoD (paid-for and free)