– A new report charts the continued expansion of television, on-demand and video-sharing services across Europe, highlighting the growing role of VoD platforms and the influence of US media groups
The European Audiovisual Observatory (EAO) has published the latest edition of its Audiovisual Media Services in Europe report, offering a comprehensive overview of the continent’s evolving audiovisual ecosystem. Based on data from the MAVISE database, the study maps the availability, ownership, programming and geographical reach of television channels, on-demand services and video-sharing platforms across wider Europe. The report paints a picture of a sector that continues to expand and diversify, while also revealing the persistent market power of major international players, particularly those originating from the United States.
Authored by Jean-Augustin Tran, an analyst within the EAO’s Department for Market Information, the report covers the EU member states alongside a wider group of European territories, including the UK, Switzerland, Norway, Turkey and Ukraine. Drawing on December 2025 data, it examines both the overall supply of audiovisual services and the strategies of the major companies operating across the continent.
One of the report’s central findings is the continued growth of the European audiovisual services sector. Between December 2024 and December 2025, the total number of audiovisual media services and video-sharing platforms available in Europe increased by 5%, reaching 13,570 services. This growth was driven primarily by the expansion of on-demand services, which rose by 15%, while the number of television channels increased by a more modest 1%.
According to the report, the growth of VoD services is increasingly linked to the registration of influencer channels, video-sharing platform accounts and other social media-based audiovisual offerings. Television remains the dominant category in numerical terms, accounting for 71% of all audiovisual services available in Europe, although its share has declined from 74% the previous year. The observatory notes that local and regional channels continue to represent a significant proportion of the television landscape, contributing to the medium’s numerical dominance despite the rapid growth of digital services.
The analysis also highlights the predominance of thematic programming across the European audiovisual sector. Around 58% of services focus on specialised content categories, up from 55% a year earlier. Both television channels and VoD services increasingly target specific interests and audience niches, reflecting broader trends towards content fragmentation and personalised consumption. Generalist programming remains comparatively limited, particularly among on-demand services.
Ownership patterns remain largely unchanged. The report finds that 91% of audiovisual services and video-sharing platforms operating in Europe are privately owned. While public broadcasters maintain an important presence within traditional television markets, especially through generalist services distributed on digital terrestrial networks, private operators dominate thematic channels and the online sector. Public service media have nevertheless expanded their digital offerings, transforming catch-up services into broader VoD platforms and developing thematic content libraries aimed at specific audiences.
The report also examines the geographical organisation of audiovisual services under the Audiovisual Media Services Directive (AVMSD). Registration patterns remain remarkably homogeneous across Europe, with 97% of television channels and almost all VoD services registered in their country of establishment. Most services continue to operate primarily within national markets, with 77% of television channels and 89% of VoD services targeting audiences in the same country where they are based.
At the same time, the observatory identifies a significant level of cross-border activity within Europe. Approximately one-quarter of television services and 11% of VoD services operate across multiple national markets or on a pan-European basis. The main hubs for multinational television operations remain the Netherlands, Spain, Sweden and the UK, reflecting their importance as centres for international broadcasting activity.
A major focus of the report is the continuing influence of US-owned media groups. The observatory finds that American companies retain a substantial presence in the European audiovisual landscape, particularly within television broadcasting. One-quarter of all private television channels in Europe are owned by US groups, while American companies account for 69% of the channels operated by the ten largest television groups. The report attributes this dominance partly to the widespread practice of launching multiple localised versions of the same channel brand across different European territories.
The picture is somewhat different in the VoD sector. European companies account for around 80% of the services operated by the 50 largest VoD groups, reflecting the diversity of national and niche on-demand offerings available across the continent. Nevertheless, the report notes that the scale and market reach of leading US streaming companies continue to create a significant concentration of market power that European operators struggle to match.
Looking at the largest players active in Europe, the study finds a remarkable degree of stability compared to previous years. Most of the leading television and VoD groups have maintained their positions, with major multinational operators continuing to build integrated strategies across both linear and on-demand services. The report observes that companies expanding into new markets often do so by leveraging existing television operations to strengthen their digital presence.
The EAO concludes that Europe’s audiovisual sector continues to grow in both scale and complexity. While television remains the backbone of the audiovisual landscape, on-demand and video-sharing services are reshaping the market at an accelerating pace. At the same time, the report highlights the ongoing tension between the diversity of Europe’s national media ecosystems and the concentration of influence among a relatively small number of global players.
The full report is available on the EAO website.
