Western Europe OTT revenue set to grow 55% by 2029

Western European over-the-top (OTT) TV episode and film revenue is expected to reach $48bn in 2029, according to new analysis from Digital TV Research.

That is up from $31bn in 2023 — an increase of 55%.

The UK is anticipated to account for 18% of the OTT market in 2029, contributing $10bn.

The overall increase in revenue is partly driven by the growth in ad-supported streaming services that are expected to mature over the next decade. Netflix and Disney+, for example, are each expected to generate $900m in advertising VOD (AVOD) revenue in 2029.

Netflix is expected to remain the largest OTT player overall, with total revenue of $10.7bn in Western Europe.

Disney+ is predicted to follow with $4.9bn, with subscription revenue accounting for $4bn.

Simon Murray, Digital TV Research’s principal analyst, added: “We expect that Netflix, Disney+, Max and Paramount+ together will generate AVOD revenues of $2.4bn by 2029, with a further $16.2bn from SVOD.”