New research by Ampere Analysis shows that total revenues from paid streaming services (including subscriptions and advertising) surpassed public TV revenue (from taxes, licence fees, and advertising) in Europe for the first time in 2024.

Streaming has enjoyed strong growth in Europe, with Ampere predicting a 37% increase in revenue to reach €38.4bn by 2029, driven by US streaming giants, led primarily by Netflix following the introduction of its ad tier in 2022, its account sharing crackdown, and more recent expansion into live events. Subscription price hikes from streamers have also helped drive further growth, as have further launches of new products – as with Max’s European launch.

Meanwhile, public TV revenue growth from license fees, taxes, and advertising is stagnant, projected to rise by just 1% to €27.9bn by 2029. In 2024, public broadcasters commissioned 43% of all TV titles in Europe, acting as a stabilising force in the broader European production sector. A decline in their financial power could have significant implications for the future of European TV.

However, despite the changing financial power, European public service broadcasters’ video-on-demand services are highly popular among local audiences and consistently rank among the most used VoD services. According to Ampere’s biannual survey of internet households, local public service broadcasters VoD services were the second most used streaming video platform in Q3 2024 in the UK, Denmark, and Finland, while in Sweden and Norway, respective local public service broadcasters’ platforms ranked third.

To remain competitive amid shifting viewing habits, and in the face of global streamers, PSBs must prioritise the further development of their streaming platforms and find innovative ways to operate within limited and often uncertain funding structures. Forming ambitious strategic partnerships can enable them to continue to produce high-quality content at lower costs and expand their audience reach. 

However, European governments must recognise the need for financially sustainable models, especially as broadcasters face rising content costs, driven by increasing competition from global streamers. Adequate funding is not only essential for PSBs to keep investing in distinctive programming and fulfilling their public service remits, it is also necessary to support the wider European production sector.