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The European Audiovisual Observatory has just released its analysis of the promotion of films and TV content by 52 TVOD services in 7 European countries: Belgium, Germany, Spain, France, Italy, Netherlands and the United Kingdom. The report looks at the origin of content promoted, the intensity and concentration of promotion, the relative share of films and TV content.

NB:

• A promotion spot is any space dedicated to the promotion of a content on the home page of a service.
• The United Kingdom data is included in the report as the reference period is prior to the withdrawal.

Key findings include:

• The promotion efforts of the TVOD services focus massively on recent films (2 years or less) : films produced in 2018 and 2019 represented 47% of all films promoted and 84% of promotional spots.

Breakdown of films promoted and promotional spots by age of title (%, October 2019)

How to read this graph: films aged 2 years or less represent 47% of films which are promoted at least once and 84% of promotional spots

Source: European Audiovisual Observatory analysis of AQOA data

• EU28 titles represent 37% of all titles promoted at least once, but 24% of promotional spots. This reflects that US titles are present in more countries and services and therefore benefit from more promotion.

Breakdown of films promoted and promotional spots by origin (%, October 2019)

How to read this graph: EU28 titles account for 37% of titles promoted at least once and for 24% of promotional spots

Source: European Audiovisual Observatory analysis of AQOA data

The top 10 promoted films benefit on average of about 41% of promotional spots

• The concentration of promotion within EU28 films is significantly higher. And the top 10 EU28 promoted films account on average for 59% of all promotional spots dedicated to EU28 films

Average share of promotional spots for the top 10 promoted titles (%, October 2019)

Note: These figures are averages per service. The share of the top 10 can be significantly lower at the country level or for all territories as more titles are promoted.

Source: European Audiovisual Observatory analysis of AQOA data