European BVOD is expected to generate 2.6 billion euros in revenues in 2025, or 10% of broadcasters’ overall advertising revenue on video media. This segment of video advertising is expected to grow by 17% in 2025, slightly outperforming the overall industry and growing 2.6 points faster than the value of video ad revenues on social media platforms. This reflects an ongoing shift in the industry toward CTV advertising: budgets are redirected towards digital ad inventories on the TV screen, offering higher-value ad exposure (longer spots, larger screens, and more people behind the screen) and ever-improving targeting capabilities. In contrast, linear TV advertising revenues will experience a slow decline and are forecasted to account for 22.9 billion euros this year. Key platforms in the region are operated by the largest broadcasters: ITVX and Channel 4 in the UK, TF1+ and M6+ across the Channel, Joyn and RTL+ in Germany, Mediaset Infinity and RAIPlay in Italy, Mitele and ATRESplayer in Spain. And if European BVOD offers are fragmented across the region, every major broadcaster on the continent now holds a leading position in the digital world of their respective market. Significant disparities in revenue trends subsist across the region: several key markets are already experiencing faster drops in broadcast TV ad revenues as buyers in their markets are rapidly migrating towards digital inventories (in the Nordics and Western Europe mostly). Meanwhile, some countries still see the value of their linear TV industry grow, especially in Southern and Central European markets.
