Western Europe's total streaming revenue is set to rise from $53.3bn in 2026 to $74.9bn by 2031, up 41%, according to 3Vision's Video Markets Tracker forecasts.
However, SVOD subscriptions will grow more slowly over the same period, from 293m to 363m. In total, it is predicted to rise by 24%.
As a result, 3Vision concludes that the revenue growth will come from higher subscription pricing, more services per household, advertising tiers, broadcaster streaming, FAST, and transactional video.
SVOD still reportedly leads in terms of revenue, growing 35% from $30.6bn to $41.3bn. However, 3Vision says AVOD is growing faster, and will rise 53% from $17.5bn to $26.7bn.
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In total, SVOD will add $10.7bn, and AVOD will add $9.3bn, meaning that advertising is expected to generate almost as much new streaming revenue as subscriptions.
3Vision stated: "If you're an operator or investor, this revenue-subscriber gap is the defining feature of the forecast. Where SVOD subscriber growth has plateaued, competition shifts toward ARPU [average revenue per user], advertising yield and squeezing more revenue streams out of the same household. Western Europe shows that streaming maturity and streaming revenue growth aren't mutually exclusive."
The company identified FAST as the fastest-growing segment in the region, with revenue jumping 76% to $3.4bn by 2031, led by the UK and Germany and driven by broadcaster involvement, connected TV distribution and increasingly premium content.
According to Ampere Analysis research, revenues from ad-supported tiers in North America are set to exceed $45bn this year, accounting for more than half of all subscription streaming revenues. Discover more here.
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