Pay TV and streaming video in Western Europe: trends and forecasts 2022–2028

12 June 2024 | Research

Martin Scott

Forecast report | PPTX and PDF (14 slides) | Video, Gaming and Entertainment

"Total pay-TV and streaming video spend in Western Europe will increase from EUR56.4 billion in 2022 to EUR75.8 billion in 2028."


This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Western Europe. It includes data on key metrics, describes key market developments and analyses operators’ strategies.

This report and data provide:

  • forecasts for the number of revenue-generating units (RGUs), retail revenue (spend) and average spend per user (ASPU)
  • forecasts for 16 individual countries and Western Europe as a whole.


Geographical coverage and key metrics

Geographical coverage


Key metrics

Region modelled:

  • Western Europe

Countries modelled individually:

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


  • Revenue-generating units (RGUs)
  • Retail revenue (spend)
  • Average spend per user (ASPU)

Pay TV is split by the following access technologies:

  • cable (CATV)
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator streaming video
  • third-party streaming

Streaming video is split as follows:

  • RGUs and households
  • retail revenue
    • operator direct to consumer (D2C)
    • third-party via operator sales channels
    • third-party D2C
  • advertising-subsidised or full-price tiers

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Martin Scott

Research Director