Ampere Analysis has published a new report on how Europe’s public service media needs more support from policy-makers to help it transition into the streaming world.
The analysts looked at the last six years of viewers’ engagement with public service media (PSM) linear or Video on Demand (BVoD) services and found it has fallen by 15 per cent in Europe’s largest markets. Ampere said the drop is particularly prominent among younger age groups.
Policy responses to changing audience patterns have seen public funding either plateau or fall, which has limited the ability of PSM groups to respond to competitive pressures, said the analysrs. The adoption of PSM VoD services has been notably strong among consumers in the UK and Italy, markets where the BBC and RAI have expanded their VoD platforms.
Ampere said the competition from digital platforms and funding constraints caused by declining public TV revenue, budget cuts and austerity measures have limited PSM groups’ ability to invest in their own VoD services and programming.
The analysts suggest bolstering public service funding in the short term will allow PSM to adapt and invest in the necessary range of high-quality content and accelerate their digital plans.
Neil Anderson, report co-author and senior analyst at Ampere Analysis said: “The European broadcast industry is undergoing a rapid transformation, driven by a significant shift in viewing habits. Today’s audiences expect immediate access to a vast array of content, tailored to their individual preferences, setting higher expectations for broadcasters. To gain and retain viewer attention, broadcasters must invest in production capabilities, diverse programming, and digital platforms.
“However, success in the PSM sector has traditionally been measured solely by audience share, leading to decisions that prioritise programming based on TV ratings. This narrow focus on ratings overlooks other crucial aspects that define the relevance and impact of PSM. These include its role in promoting cultural diversity and providing vital support to Europe’s TV production sector.”
