This study examines the presence of EU content in Video-on-Demand services. It also delivers insights into the online advertising market and the presence of broadcasters on video sharing platforms.

cover of EAO publication, showing a graph with proportion of Video-on-Demand services

The purpose of the study (SMART2015-0036) is to provide the Commission with comprehensive updated information on the on-demand services market in the EU. 

It was financed by the European Commission (DG CONNECT) and conducted by the European Audiovisual Observatory.

The study reveals that the average share of EU films in on-demand catalogues was 23% in 2016, a drop compared to the 27% measured in 2015. The reasons behind the decrease are related to the widening of the sample and certain methodological improvements. The new figures are therefore based on a more solid methodological basis.

In 2016, for the first time the European Audiovisual Observatory also carried out a limited analysis of TV content in on demand services. This covers two services in up to 9 Member States.  

The new study provides insights into the EU online advertising market. The main take is that 2015 was the first year in which online advertising (EUR 36.4 billion) surpassed TV advertising in Europe (EUR 33.3 billion).

The study also includes a qualitative look at how broadcasters are using video sharing platforms. It appears that broadcasters still use video sharing platforms mostly for branding, promotional, marketing and communication purposes, rather than providing full catch-up services for viewers or releasing “true” original content.

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