Download "SVOD Usage in the European Union - 2024 data"

The report, “SVOD Usage in the European Union - 2024 data” is the second edition of an overview of the viewing time on SVOD services of films and TV seasons, categorised by origin, genre, and age (for films only).

This report is based on SVOD viewing time data provided by Digital i VOD-Ratings from 4 prominent service providers (Netflix, Prime Video, Disney+, HBO Max), in 9 EU countries (Denmark, Finland, France, Germany, Italy, Netherlands, Poland, Spain, and Sweden) from January 2024 to September 2024.

The report was authored by Christian Grece and Jean-Augustin Tran, TV and VOD Analysts within the Observatory’s Department for Market Information.

The VOD catalogue data is provided by JustWatch and the VOD usage data is provided by Digital i.

This report was supported by the Creative Europe Programme of the European Commission.

Key findings:

• The vast majority of usage is for live-action fiction series. SVOD usage is much more geared toward TV and SVOD series (78% of viewing time) than films (22%) and, regardless of programme type, much more toward live-action content (88% of viewing time) than documentaries and animation (12%). 
• Viewing is concentrated on a small number of titles. In contrast to the sheer volume of content in the catalogues, SVOD usage is highly concentrated, with less than 0,1% of works accounting for about 14% of total viewing time. Both film and television series are subject to a high concentration of viewing.
• Wider European content accounts for 25% of SVOD usage, with 16% attributed to EU content. EU films demonstrate a comparatively stronger performance than EU series: EU films account for 22% of film viewing, compared to only 14% for EU series.
• In 2024, EU national content made up a slightly higher share (55%) of EU content viewing than EU non-national content, while having a lower share in SVOD catalogues than EU non-national content.
• SVOD usage does not reflect the composition of SVOD catalogues. In all but two countries in the sample (Poland and Spain), EU content (especially EU non-national content) is proportionally less watched than its proportionate share within the catalogues.