유럽의 광고용 주문형 비디오 : 시장 점유율 분석, 산업 동향 및 통계 데이터, 성장 예측(2026-2031년)

According to Mordor Intelligence, the Europe advertising video-on-demand (AVOD) market size is projected to be USD 20.31 billion in 2025, USD 21.64 billion in 2026, and reach USD 34.06 billion by 2031, registering a CAGR of 9.49% between 2026 and 2031.

This report is Segmented by Content Type (Movies and Films, TV Shows and Episodic Content, Documentaries, and More), Device Type (Smartphones and Tablets, Smart TVs, Laptops and Desktops, and More), End User (Retail and E-Commerce, BFSI, Education, Healthcare, and More), Ad Format (Pre-Roll, Mid-Roll, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Europe Advertising Video-on-Demand (AVOD) Market Trends and Insights

Expansion of Ad-Supported Streaming Tiers

Ad-supported plans from Netflix, Amazon Prime Video, and Disney+ are adding more premium inventory to the Europe advertising video-on-demand (AVOD) market. Netflix's advertising tier recorded a 32% increase in viewing time across 5 Western European markets between November 2024 and April 2025, which showed that existing users were engaging more frequently with the service. Spain and the United Kingdom each recorded 34% growth during that period, placing both countries among the strongest markets for this viewing model. Ad-supported plans accounted for more than 60% of new Netflix subscriptions in the first quarter of 2026. Amazon Prime Video also expanded available inventory after making advertising the default option for its service, rather than requiring subscribers to choose advertising-supported viewing at sign-up. The larger inventory base is supporting revenue growth, although supply is increasing faster than monetization efficiency in some placements.

Migration of Television Viewing to Connected TV

Connected TV accounted for 50% of premium video advertising views in Europe during the second half of 2025, after increasing 33% year over year. Smart TV penetration reached 94% in Spain, 93% in Italy, 88% in the United Kingdom, and 86% in Germany during 2025, giving advertisers broad access to households through internet-connected screens. This device base is moving more streaming consumption to living-room screens, where advertisers seek longer viewing sessions and higher attention. The Europe AVOD market is also gaining new placement types as smart TV home screens become advertising inventory. Samsung Ads has used TotalView to provide a unified data set across 70 million European smart TVs, helping advertisers assess unduplicated reach across linear and connected television viewing. SVOD viewing in Europe increased more than 200% in 2024, while BVOD viewing rose nearly 30%.

Data Privacy and Consent Restrictions

Privacy and consent requirements remain a material constraint on advertising targeting in the Europe advertising video-on-demand market. The European Data Protection Board's November 2025 guidance clarified that Article 26 of the Digital Services Act prohibits targeted advertising using special-category personal data, reducing the types of information available for audience selection. The restriction adds to existing GDPR obligations for platforms and advertisers. A proposed GDPR reform could permit users to reject personalized advertising through a centralized Personal Information Management System signal. The proposal includes an exemption for media service providers, which could favor companies with direct subscriber relationships. Broadcasters with authenticated consent systems can therefore have an advantage over services that rely mainly on device-based identifiers in the Europe Advertising Video-on-Demand (AVOD) market.

Other drivers and restraints analyzed in the detailed report include:

1. Broadcaster VOD and FAST Content Expansion
2. Rising Programmatic Video Advertising Adoption
3. Audience and Inventory Fragmentation

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

TV Shows and Episodic Content accounted for 37.29% of the Europe advertising video-on-demand market in 2025. The segment benefits from the repeat viewing and regular release patterns associated with serialized programming, which can keep audiences returning to the same service over several weeks. Broadcaster services such as ITVX, TF1+, RTL+, Mediaset Infinity, and ATRESplayer use established television catalogs to maintain a regular supply of episodes. Those catalogs support advertising breaks within content sessions. This availability makes episodic programming useful for advertisers seeking repeat exposure over several viewing occasions.

Documentaries are projected to expand at a 10.21% CAGR through 2031, making them the fastest-growing content category. The format is associated with premium and brand-safe viewing environments. Documentary programming on BVOD services can run lower advertising loads and offer direct-sold advertising opportunities. Movies and Films remain the second-largest content category. Their AVOD supply is limited by content-windowing arrangements that differ across European countries. Other content types include live sports clips, user-generated video, and reality formats, while the European Broadcasting Union expanded Eurovision Sport to United Kingdom FAST platforms in May 2026.

Smartphones and Tablets held 35.86% of the Europe AVOD market in 2025. Mobile viewing remains important among consumers aged 18-34 who use ad-supported services as a lower-cost alternative to pay television and often watch outside traditional evening viewing hours. Mobile devices enable viewing during short sessions and outside the home. Their broad usage supports reach-based advertising campaigns. The segment remains central to the Europe advertising video-on-demand industry because viewers frequently move between devices.

Smart TVs are projected to expand at a 10.06% CAGR through 2031. High household penetration in the EU5 is supporting the shift to large-screen streaming. Advertisers value this setting because it supports longer viewing sessions and premium connected TV placements. In June 2026, Samsung Ads opened smart TV home-screen inventory to programmatic buying through The Trade Desk and Google Display and Video 360. Laptops and Desktops retained 10% of European premium streaming advertising views, mainly among office-based audiences. Streaming sticks and game consoles remain relevant where smart TV penetration is lower or viewers prefer external devices.

Complete Report Scope:

• By Content Type
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Types
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By End User
  • Media and Entertainment
  • Retail and E-Commerce
  • BFSI
  • Education
  • Information Technology and Telecommunications
  • Healthcare
  • Other End Users
• By Ad Format
  • Pre-Roll
  • Mid-Roll
  • Post-Roll
• By Geography
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe

List of Companies Covered in this Report:

1. Alphabet Inc.
2. Amazon.com, Inc.
3. Netflix, Inc.
4. RTL Group S.A.
5. ITV plc
6. ProSiebenSat.1 Media SE
7. Paramount Global
8. The Walt Disney Company
9. Comcast Corporation
10. Samsung Electronics Co., Ltd.
11. LG Electronics Inc.
12. Rakuten Group, Inc.
13. Dailymotion SA
14. TF1 Group
15. Groupe M6
16. France Televisions
17. Mediaset S.p.A.
18. RAI - Radiotelevisione Italiana S.p.A.
19. Atresmedia Corporacion de Medios de Comunicacion, S.A.
20. Channel Four Television Corporation
21. Roku, Inc.
22. Brightcove Inc.
23. Kaltura, Inc.
24. Vimeo, Inc.
25. FreeWheel, A Comcast Company
26. Magnite, Inc.
27. The Trade Desk, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Impact of Macroeconomic Factors on the Market
• 4.3 Market Drivers
  • 4.3.1 Expansion of Ad-Supported Streaming Tiers
  • 4.3.2 Migration of Television Viewing to Connected TV
  • 4.3.3 Broadcaster VOD and FAST Content Expansion
  • 4.3.4 Rising Programmatic Video Advertising Adoption
  • 4.3.5 Publisher-Controlled Identity Signals in Connected TV
  • 4.3.6 Localized Sports and Public-Service Content Monetization
• 4.4 Market Restraints
  • 4.4.1 Data Privacy and Consent Restrictions
  • 4.4.2 Audience and Inventory Fragmentation
  • 4.4.3 Ad-Load Fatigue and Viewer Churn Risk
  • 4.4.4 Uneven Measurement and Local Inventory Liquidity
• 4.5 Industry Value-Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Suppliers
  • 4.8.2 Bargaining Power of Buyers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Content Type
  • 5.1.1 Movies and Films
  • 5.1.2 TV Shows and Episodic Content
  • 5.1.3 Documentaries
  • 5.1.4 Other Content Types
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By End User
  • 5.3.1 Media and Entertainment
  • 5.3.2 Retail and E-Commerce
  • 5.3.3 BFSI
  • 5.3.4 Education
  • 5.3.5 Information Technology and Telecommunications
  • 5.3.6 Healthcare
  • 5.3.7 Other End Users
• 5.4 By Ad Format
  • 5.4.1 Pre-Roll
  • 5.4.2 Mid-Roll
  • 5.4.3 Post-Roll
• 5.5 By Geography
  • 5.5.1 Germany
  • 5.5.2 United Kingdom
  • 5.5.3 France
  • 5.5.4 Italy
  • 5.5.5 Spain
  • 5.5.6 Russia
  • 5.5.7 Rest of Europe

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Alphabet Inc.
  • 6.4.2 Amazon.com, Inc.
  • 6.4.3 Netflix, Inc.
  • 6.4.4 RTL Group S.A.
  • 6.4.5 ITV plc
  • 6.4.6 ProSiebenSat.1 Media SE
  • 6.4.7 Paramount Global
  • 6.4.8 The Walt Disney Company
  • 6.4.9 Comcast Corporation
  • 6.4.10 Samsung Electronics Co., Ltd.
  • 6.4.11 LG Electronics Inc.
  • 6.4.12 Rakuten Group, Inc.
  • 6.4.13 Dailymotion SA
  • 6.4.14 TF1 Group
  • 6.4.15 Groupe M6
  • 6.4.16 France Televisions
  • 6.4.17 Mediaset S.p.A.
  • 6.4.18 RAI - Radiotelevisione Italiana S.p.A.
  • 6.4.19 Atresmedia Corporacion de Medios de Comunicacion, S.A.
  • 6.4.20 Channel Four Television Corporation
  • 6.4.21 Roku, Inc.
  • 6.4.22 Brightcove Inc.
  • 6.4.23 Kaltura, Inc.
  • 6.4.24 Vimeo, Inc.
  • 6.4.25 FreeWheel, A Comcast Company
  • 6.4.26 Magnite, Inc.
  • 6.4.27 The Trade Desk, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment