Notably, streaming revenue in Europe is expected to grow by 37% to €38.4 billion by 2029, with Netflix remaining the most important contributor

This week, a new study published by British firm Ampere Analysis revealed that revenue from paid streaming services has surpassed public TV revenue in Europe for the first time. With streaming revenue expected to grow by 37% to €38.4 billion by 2029, largely driven by US giants, public broadcasters face increasing financial pressure. This shift could have significant consequences for European television, particularly in countries like France, where alternative funding models have replaced traditional license fees.

Netflix remains the dominant player in the streaming market, bolstered by the success of its ad-supported tier, its crackdown on account sharing, and its recent expansion into live events. Other major platforms such as Disney+ and Amazon have also introduced ad-supported plans, with advertising projected to contribute 8% of their European revenue by 2029. Subscription price increases and new product launches, including Max’s European debut, have further fuelled the sector’s growth.

Despite these financial shifts, public broadcasters continue to play a crucial role in European content production. In 2024, they commissioned 43% of all TV titles in the region, acting as a stabilising force in the industry. Their video-on-demand services also remain widely used, ranking among the most popular streaming platforms in several European countries, including the UK, Denmark, Finland, Sweden, and Norway.

However, with their financial power waning, the long-term sustainability of public broadcasters is in question. Sam Young, analyst at Ampere Analysis, describes the situation as a significant challenge, noting that while public service broadcasters remain essential to the European TV landscape, they must prioritise the development of their streaming platforms and find innovative ways to navigate funding constraints. 

According to Young, forming strategic partnerships could allow these broadcasters to maintain high-quality standards for their content while reducing costs. At the same time, he stresses that governments must acknowledge the necessity of financially sustainable models, particularly as the rising cost of content production intensifies competition with global streamers. “Adequate funding is not only essential for public service broadcasters to keep investing in distinctive programming and fulfilling their public service remits, it is also necessary to support the wider European production sector,” he sums up.