Netflix will remain the dominant force in Western European SVoD for the next five years, according to the latest Digital TV research.
‘Western Europe SVoD Forecasts’ added that Amazon will provide a ‘stiff challenge’ with an estimated 15 Western European countries offering Amazon Prime Video by the end of next year.
According to the research, Netflix’s share of Western European SVoD subscribers will fall from 51 per cent in 2015 to 47 per cent by 2021, with Amazon rising from 14 per cent to 21 per cent.
The report expects 55.17 million paying SVoD subscribers across 17 countries by 2021, up from 24.17 million in 2015 and an expected 32.87 million by the end of 2016. More than eight million subscribers will be added in 2016 alone.
Simon Murray, principal analyst at Digital TV Research, said, “The UK will remain market leader, but Germany will close the gap. The UK accounted for a third of SVoD subscribers in 2015, but this proportion will fall to a quarter by 2021.
“SVOD growth will be more modest in France, Italy and Spain. In fact, the Netherlands and Sweden will have more SVoD subs than Spain in 2021, despite having much smaller populations.”
Western European SVoD revenues will total $5.87 billion by 2021 – up from $2.15 billion in 2015. The UK will remain the SVoD revenue leader – generating more than Germany and France combined in 2021.