The video subscription market is facing headwinds across Europe. While growth may continue in the short term, the market will experience fewer growth opportunities and stabilization in the future.

Despite a rise in the percentage of consumers likely to increase their video subscriptions this year, there is a clear trend that fewer do so each year (-3% vsersus 2023), according to an analysis of data from our annual Global Consumer Survey. As a result, the number of subscription renewals is falling in all EU countries except Spain and the United Kingdom (UK). On the other hand, the percentage of consumers who want to reduce their number of subscriptions is also lower (-6%versus 2023) in every country.

The survey, which included 7,000 respondents in Spain, Italy, France, Germany, and the UK, did have some bright spots. There are still opportunities to grow and counter some of the negative trends. Countries with lower overall penetration and a high number of consumers without any subscription have a margin to improve, and the “super user” segment offers another avenue for growth.

Super users fuel growth in Europe’s video subscription market

In contrast to the overall slowdown in the EU, Spain and the UK expect to maintain or expand overall subscription numbers. This is due to the “super user” segment, defined as consumers with more than three video subscriptions. In addition, France and Germany have the lowest numbers of “super users” and adoption rates in Europe, indicating potential growth and new consumer acquisition in those countries.

Video subscription cancellations rise due to content and cost issues

Consumers report several compelling reasons for unsubscribing from their current video subscriptions. The most common reason is limited content, closely followed by increasing prices. Having too many subscriptions or experiencing challenges in their user experience are additional factors leading consumers to unsubscribe.

In France, about two-thirds of consumers cite content limitations as their main reason for unsubscribing. Consumers in Spain prioritize user experience more than other countries, and those in Italy and the UK give more importance to price. 

Digital trends rise as music subscriptions surpass gaming

Music services are the second-most-popular subscription category after video, with many consumers willing to pay extra for bundled offerings. This trend reinforces audio subscriptions' significance in the digital entertainment landscape, surpassing gaming.

In terms of trust, TV remains the most trusted content source in Europe, while social media, despite being the third most popular, faces skepticism and distrust among users.