The study prepared by Laura Ene Iancu shows that in 2024, the largest audiovisual entities in Europe include primarily American corporations.
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Comcast, Netflix and YouTube rounded out the top three in terms of revenue. Comcast, owner of, among others, Sky and NBCUniversal achieved revenues of EUR 14.9 billion last year, overtaking Netflix (EUR 10.9 billion) and YouTube (EUR 9.7 billion).
Europeans on the defensive on the streaming market. Netflix is still the leader
Although European companies still constitute the majority of the top 100 AV market players, in the top ten, only about one third of the revenues come from entities from Europe. The list included, among others: ARD, BBC, Canal+ and RTL, but their scale of operation is clearly inferior to global streaming platforms.
Netflix remains the leader in the paid services segment, generating EUR 10.2 billion in 2024. They took the next places Comcast (EUR 8.8 billion) and Prime Video (EUR 3.7 billion). Among European companies, the best telecoms were T-Mobile, Orange and Vodafone, which are increasingly developing their TV and streaming offerings.
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OTT advertising is almost catching up with TV
The report also points out: rapid development of the OTT advertising market, which has become similar in scale to traditional television advertising. In the area of online video advertising YouTube remains the leader with revenues of EUR 8.6 billion, ahead of Meta and TikTok. European broadcasters, however, maintain a strong position in classic television – RTL is the leader in this segment with EUR 2.9 billion.
The authors of the report note that between 2016 and 2024, the share of companies with American capital increased by 9 percentage points. This was influenced by the dynamic development of streaming platforms and video services, which are increasingly competing with traditional television for the attention and money of European audiences.
