Four out of the top five countries in terms of penetration of SVOD were Scandinavian countries. There were 43.5 million SVOD subs in greater Europe. The average annual growth rate of the number of subscribers between 2011 and 2016 was 55.5% for the EU 27 countries and 54.2% for Europe as a whole.
Yet despite its growing strength, the European Audiovisual Observatory survey, consistent with other research works, found that SVOD still remains a comparatively small market compared to pay-TV. In 2016 it accounted for 18% of all subscriptions to pay-services via linear pay-TV as well as SVOD. This represents considerable growth when compared with only 1% in 2011. In 2016, SVOD represented 6.8% of total revenue of all pay-services compared with 0.2% in 2011.
The Trends in the EU SVOD market – 2017 Edition also revealed that SVOD revenues were increasing sharply. In 2016, the total revenue for SVOD services was estimated at €2.5 billion in EU27 and €2.8 billion in greater Europe. The average annual growth rate of revenue between 2011 and 2016 was 128% for EU 27 and 106% for greater Europe. The top five countries by SVOD revenue were the United Kingdom, Germany, Sweden, Denmark and Norway. Together they accounted for 69% of total SVOD revenue in Europe.