As 2021 comes to a close, ending a year that saw streamers grab headlines as the driving force behind European content growth, producers should start bracing themselves for that streamer-fuelled up…
The impact of European SVOD market penetration getting close to hitting its ceiling combined with streamers’ need to start turning a profit , plus the ongoing erosion of resources from incumbent broadcasters “leads us to believe [that going forward] the total pot won’t increase,” says Enders senior analyst Francois Godard.
“We’ve been through four or five years when all the new money [in Europe] was coming from the streamers,” says Godard, adding that sometimes the streamers “have been pretty generous,” prompting“But this is going to stop at some point,” he notes. “The streamers are starting to become more stingy; maybe some of them are going to start cutting back.
Disney Plus, which in 2020 launched in Europe only four months after the U.S., has attained close to its 26% household penetration Stateside in the Nordics, where it has a 24% penetration, according to the report. But in other European markets, the Disney platform has achieved less than half its U.S. results, with 17% penetration in the U.K., 10% in Germany; 8% in France and 4% in both Spain and Italy.
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