Western Europe Streaming Market Forecast 2026-2031: $75 Billion in revenue as AVOD, FAST and Hybrid tiers outpace SVOD subscriber growth
August 17, 2026 10.24 Europe/London By Robert Briel



3Vision’s Video Markets Tracker forecasts Western Europe’s total streaming revenue rising from $53.3B in 2026 to $74.9B by 2031, up 41%. SVOD subscriptions grow more slowly over the same period, from 293M to 363M, up 24%.

That gap between the two growth rates is the most important number in this forecast. Western Europe’s population barely shifts, staying around 421M. Fixed broadband lines move from 174M to just 176M. There’s no new wave of connectivity bringing millions of households online for the first time.

The region still adds almost 70M SVOD subscriptions. But streaming revenue grows by $21.6B, more than three times as fast. That growth is coming from the same consumer base, through higher subscription pricing, more services per household, advertising tiers, broadcaster streaming, FAST and transactional video.

SVOD still leads, growing 35% from $30.6B to $41.3B. But AVOD is growing faster, up 53% from $17.5B to $26.7B. In absolute terms, SVOD adds $10.7B and AVOD adds $9.3B. Advertising is generating almost as much new streaming revenue as subscriptions.

Western Europe’s streaming revenue climbs 41%, from $53.3B in 2026 to $74.9B in 2031. That’s nearly double the 24% growth in SVOD subscriptions. Population is flat. Broadband lines are barely moving. So the next phase of growth isn’t about new households coming online, it’s about monetising the ones already there.

AVOD revenue grows 53%, from $17.5B to $26.7B, adding $9.3B in new revenue against $10.7B from SVOD. AVOD’s share of total streaming revenue rises from 33% to 36%, while SVOD’s slips from 58% to 55%.

FAST is the fastest-growing segment in the region. Revenue jumps 76% to $3.4B by 2031, led by the UK and Germany and driven by broadcaster involvement, connected TV distribution and increasingly premium content.

Italy is growing faster than any other major market (+50%), and Southern Europe still has real subscriber headroom. The most mature markets, by contrast, are leaning harder on advertising, pricing and stacking.

Consolidation and bundling are becoming the norm, not the exception. RTL has acquired Sky Deutschland. ITV has agreed to sell its Media & Entertainment business to Sky. HBO Max completed its rollout into the region’s largest remaining markets in 2026. And both Netflix and Amazon keep expanding their advertising footprints.

More details about this insight can be found here, where Video Markets Tracker manager Rafi Cohen explores the continuously evolving Western Europe Streaming Market for the next five years