What you will find in the article
- Western European TV market grew 2.4% to €80.4 billion in 2025
- Pay-TV and VoD revenues rose 6.2% to €37.7 billion
- AVOD reached 26% of TV advertising revenues in 2025
- Report tracks digital TV markets across five major European countries
Combined revenues for pay-TV and VoD climbed 6.2 per cent year-on-year to reach €37.7 billion. By contrast, traditional TV advertising fell 1.6 per cent to €24.5 billion, a decline that followed an exceptional 2024 boosted by major global sporting events like the UEFA Euro 2024 tournament and the Paris Olympic Games.
New digital video formats are capturing a rapidly expanding share of ad investments. Advertising-based VoD (AVOD) surged from accounting for 9 per cent of total TV advertising revenues in 2019 to 26 per cent in 2025.
The central finding of the 2026 report is the consolidation of the ‘Broadcaster’s Digital Ecosystem’ – a new operational environment built around Broadcaster VoD (BVOD) platforms, FAST channels, Connected TV (CTV) systems, and data-driven advertising solutions.
ITMedia Consulting notes that traditional boundaries separating traditional broadcasters, pay-TV operators, and streaming services are eroding as all players increasingly compete for the same audiences, data, and advertising spend.
Across Europe, BVOD advertising revenues reached roughly €2.6 billion in 2025, while FAST channel revenues across the five major European markets surpassed €360 million.
The report highlights notable structural differences across major European markets. The UK remains the most digitally advanced advertising market in Europe. Italy stands out for the endurance of traditional TV, which commands 39.2 per cent of total advertising expenditure – the highest share among major European nations.
Besides the UK and Italy, the report covers the TV markets of Germany, France and Spain.
Source: advanced-television.com