The value of premium content has never been higher. The total takings from across Pay TV and Streaming in North America and Europe will amount to $238 billion by 2030, marking an 9% increase on this year. Naturally, this growth is being driven in the Streaming sector, which is set to grow 24% over the next five years to $163 billion in 2030, with North America making up over two-thirds of that sum.
This data comes from 3Vision’s new Video Markets Tracker: the essential dashboard for keeping your bearings amid an increasingly volatile content industry. Tracking 39 datapoints across 71 countries, Video Markets Tracker offers platform-specific metrics on revenue, subscriptions, and technology footprints, spanning everything from digital cable households to FAST revenues.
FAST is the fastest growing vertical, set to grow 60% to $12 billion in revenue across North America and Europe in 2030, though this is just 5% of the total premium content market. This growth is most pronounced in Eastern Europe, where an 141% spike in FAST revenue will amount to $424 million in annual takings come 2030. FAST still makes up just 5% of total
AVOD (in which FAST is included) is set for much stronger growth in Europe than it is in North America, owing much to a strong legacy of hybrid BVOD services. When combined, AVOD in Western and Eastern Europe is set to generate $15 billion in 2030, up 67% on this year. By comparison, North America will only grow 27% to $26 billion.
As for SVOD services, these platforms are seeing their monthly ARPUs taper upward at an ever slowing rate, restricted by subscriber fatigue and a blossoming ad-supported market. On average, SVOD ARPUs grew 21% over the past five years in North America and Europe to reach $9.66 today. In the coming five years, this growth will be slashed to just 5% - $10.17 in 2030.
Nonetheless SVOD revenues will still grow 19% over the next five years, reaching $78 billion in North America and a combined $37 billion in Europe.
Pay TV numbers will continue to slope down across the board, although the post-pandemic, cord-cutting frenzy has certainly flattened off into a long tail. Across cable, satellite, IPTV and DTT, Pay TV subscriptions are set to drop 6% over the next five years across North America and Europe, falling to a combined 229 million households. This is light relief from the 14% decline we have seen since 2020.
With ARPUs set to fall by 8% in the next five years, Pay TV revenues will fall 14% to $74 billion by 2030. Of this sum, 62% will come from North America, while Western and Eastern Europe will share 30% and 7%, respectively.
Video Markets Tracker launches with a decade of insights spanning North America, Western Europe and Eastern Europe from 2020 to 2030, with other regions (Asia Pacific, Latin America, MENA and Africa) set to follow in the coming months.
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