Download "How are theatrical films distributed on TV and on VOD in the EU?"

This brand new report: "How are theatrical films distributed on TV and VOD in the EU" has just been published by the European Audiovisual Observatory, part of the Council of Europe in Strasbourg. The report provides an analysis of the availability of theatrical films released in cinemas and then broadcast on linear TV or available on SVOD and TVOD catalogues in 17 EU countries.

Key Findings
Theatrical release is key for the offer of EU films but it is not key for the offer of US films: TV channels and VOD services favour EU films which already had a theatrical release: 61% of all EU27 films broadcast on linear TV and available on SVOD services had had a theatrical release in the EU, and this even went up to 71% for TVOD services. However, for other films, in particular US films, VOD services rely heavily on non-theatrical releases.  As a result, the share of EU films among theatrical releases on VOD releases previously available in cinemas is much higher than for all films, theatrical or non-theatrical.

TV channels rely on successful theatrical films with a limited number of slots available to broadcast films, TV channels tend to favour theatrical films, especially those with a certain level of commercial success, i.e. films that have already achieved a certain level of notoriety through their release in cinemas. 62% of all EU27 theatrical films broadcast on linear TV in 2022 had had more than 100 000 admissions

SVOD and TVOD services are less focused on theatrical films with a much larger inventory, SVOD and TVOD services can more easily combine theatrical and non-theatrical films and to some extent pick theatrical films that have not necessarily been successful in cinemas. In 2023, 41% of all EU27 theatrical films available in SVOD catalogues had achieved more than 100 000 admissions, while the proportion was slightly higher for TVOD catalogues at 49%. 

A significant proportion of theatrical films quickly move to another exploitation window. 63% of films released in cinemas in 2022 were already available on TV or on TVOD or SVOD in at least one EU country in 2022. 

TVOD and SVOD services each offered around 50% of the films theatrically released in 2022.  Looking at each window, TVOD and SVOD services each offered around 50% of the films theatrically released in 2022 in the EU; the share was lower for TV (41%), but significantly higher for films produced 5 years ago.

After their theatrical release, films mainly go to TVOD. Are TV and SVOD windows: alternate paths after TVOD? After their theatrical release, films mainly go to TVOD (within less than one year); the data suggest that theatrical films are then distributed either on SVOD or on TV. 

VOD services (and in particular SVOD) increase the circulation of EU theatrical films compared to linear TV. The large catalogues of the main pan-European SVOD services help to ensure that the same EU films are available to some extent in a large number of EU countries. However, EU films remain available in fewer countries than US films, probably due to a number of factors: even pan-European services need to localise their offer; rights may not be available for all European countries. TVOD follows broadly the same pattern, although with slightly more variation between national offers.

Linear TV channels are more likely to adapt their EU film offer to their local market and therefore EU films are less widely available on TV channels in Europe.

Films released in one country are widely available on TV and VOD in the same country within five years, consumers access on linear TV channels and/or on VOD services a large proportion (79% of all theatrical films, representing 90% of admissions) of films released in their country.