Research |
Forecast : Cord-cutting to hit W Europe pay-TV
Western Europe will lose
nearly 9m pay-TV subscribers
between 2023 and 2029 to
reach 93m – down by 8 %,
according to the Western
Europe Pay-TV Forecasts report
from analyst firm Digital TV
Research . This is nowhere near
as bad as the US as pay-TV
penetration will still be 53 %
by 2029 – down from 58 % in
2023 .
Pay-TV subscriber counts
will fall for 14 of the 18
countries between 2023 and
2029 . Germany will lose 2.7m
subs , with the UK down by
2.0m , Italy 1.5m and France by
1.1m .
IPTV will gain 1m
subscribers between 2023 and
2029 , with pay satellite TV
down by 6.4m , pay DTT down
by 0.8m and cable down by
2.4m .
“ Pay satellite TV will be
the biggest loser because
most DTH platforms do not
offer broadband access ,”
notes Simon Murray , principal
analyst at Digital TV Research .
“ This is not true of Sky , which
wants to convert its satellite
TV subscribers to its streaming
platforms . Sky will lose 1.8
million satellite TV subs in
both Germany and the UK as
well as a further 1.3 million in
Italy – or nearly 5 million in its
five territories between 2023
and 2029 .”
Research : 52 % of UK will stream Euro 2024
Connected TV ( CTV ) and crossscreen
advertising specialist
LG Ad Solutions has released
a sports study revealing that
72 % of UK consumers are
increasingly comfortable
streaming live sports . Over
a third use three or more
streaming apps to watch live
sports , with Sky Sports ( 57 %),
BBC ( 55 %) and Prime Video
( 53 %) being the most popular .
“ With digital viewing already
on the agenda for half of UK
UEFA fans , and increasingly
popular among wider
consumers , it ’ s clear that the
UK CTV audience has grown
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to a critical mass , warranting further investment . On top of this , as competition increases amongst brands to get in front of these valuable , addressable streaming audiences , innovations in the CTV space like first-screen ads , or CTV Native formats , offer a way for brands to cut through the noise and stand out against the typical 30-second ad slot ,” commented Edward Wale , VP , international , LG Ad Solutions . Findings include :
• The Biggest Screen in the Room is Primary for Sports Watching : Most ( 92 %) of UK CTV viewers watch live sports on TV , indicating the powerful pull of sports on the big screen , and over half ( 52 %) already plan to stream Euro 2024 .
• 2024 Summer Sports Line Up Is Prime for Opportunity : The combination of 2024 ’ s summer sporting events , including the Olympics ( which 39 % will watch via streaming ), the UEFA Euro Cup finals ( 52 % will stream ), and the Six Nations Rugby Tournament ( 39 % will stream ), which presents an array of opportunities for brand engagement .
• Sports Fans are Turning to Streaming Apps :
• The popularity of streaming apps for live sports is increasing : 14 % more plan to stream the UEFA Euro Cup finals this year vs . the 2020 Euro Cup , and 16 % more plan to stream the Olympics this year vs . the 2022 Winter Olympics .
• While football dominates as the most watched sport ( 84 % watch men ’ s football and 51 % watch women ’ s ), audiences hold a varied range of sports interests ,
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following five different
sports on average , with
44 % watching more than
five hours of live sport per
week .
• Sports Fans Are Open
to Ads While Tuning In :
• Nearly two-thirds
( 64 %) of UK viewers pay
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attention to ads as they
watch sports content — 7 %
higher for LG TV owners .
while 72 % are more likely
to recall brands featured
in such ads .
• Eight in ten ( 79 %) UK
viewers wish ads during
sports events were more
relevant , and nearly as
many ( 72 %) would like ads
to include game scores
and updates .
Forecast : W Europe OTT revs to grow 55 %
Western European OTT TV
episode and movie revenues
will reach $ 48 billion (€ 44bn )
in 2029 , up from $ 31 billion
in 2023 , according to the
Western Europe OTT TV
& Video Forecasts report
from analyst firm Digital
TV Research . The UK will
contribute $ 10 billion in 2029 ,
Germany $ 9 billion , Italy $ 5
billion and France $ 7 billion .
“ We expect that Netflix ,
Disney +, Max and Paramount +
together will generate AVoD
revenues of $ 2.4 billion by
2029 – with a further $ 16.2
billion from SVoD ,” advises
Simon Murray , principal
analyst at Digital TV Research .
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Research : Class ceiling within creative industries
Creative Access , a UK
diversity and inclusion social
enterprise , has revealed
research on working-class
experiences in the UK ’ s
creative sector . In speaking
to broadcast professionals
from all class groups across
the creative industries ,
findings reveal 70 % believe
that ‘ soft ’ social identifiers
of class – such as where an
individual went to school and
your level of confidence – still
affect how peers in creative
industries see one another ,
and that class discrimination
is still an issue in the
workplace today .
Why now ? Figures show that
the proportion of workingclass
actors , musicians and
writers has shrunk by half from
the 1970s to 2022 ( according
to Sage Journals ) this is despite
48 % of the UK identifying as
working class the year prior , in
2021 ( according to Gov . uk ).
Respondents were
united in placing class
representation at senior level
as the most urgent topic
for employers to address
( two in three ). However ,
opinions on the severity of
this issue differed between
class groups . 73 % of workingclass
respondents identify a
lack of senior working-class
representation , and only
46 % of upper middle-class
respondents agree .
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