Pay TV and OTT video in Western Europe: trends and forecasts 2021–2026

29 October 2021 | Research

Martin Scott

Forecast report | PPTX and PDF (18 slides) | Video, Gaming and Entertainment

"Consumer spending on third-party OTT video will grow from EUR20.4 billion in 2021 to EUR33.6 billion in 2026; this will be the key driver of the overall increase in spending on TV and video services."


This report examines the drivers and shifts in consumer spending on traditional pay-TV and OTT video services in Western Europe to 2026. It includes forecasts for 16 countries at a granular level.

This report provides:

  • forecasts for the number of pay-TV households and services, the number of 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, with additional in-depth coverage for 5 countries.


Geographical coverage and key metrics

Geographical coverage


Key metrics

Region modelled:

  • Western Europe

Countries modelled individually (additional in-depth coverage is provided for those in bold):

  • 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)

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