In a spectacular shift in the audiovisual market, TVOD is taking center stage in Europe, according to the European Audiovisual Observatory’s YearBook 2023/2024. Between the increasing dematerialization of media and the decline of physical media, this development reflects a profound change in consumption habits, where comfort and immediacy of access to content reign supreme.
The evolution of the European audiovisual market finds itself at a crossroads, influenced not only by technological advances and behavioral changes users, but also by challenges such as online piracy. According to a study, illegal movie sharing sites recorded record attendance in 2023, despite rigorous measures adopted to combat piracy. This alarming observation highlights the need for the audiovisual industry to offer more attractive legal alternativessuch as TVOD and EST, which meet the expectations of convenience and immediate access.
Faced with this context, recent data from a study reveal a profound mutation of the audiovisual landscape. THE TVOD market – or TV on demand – in Europe shows a significant trend reversal compared to the previous period. While sales and physical rentals dominated the market five years ago, their share has been reduced in favor of digital transactions. This development suggests a successful adaptation of the industry to new user preferences, wanting to access content in a more flexible and instantaneous way.
European users prefer TVOD
According to the revelations of the European Audiovisual Observatory in its latest YearBook, the TVOD (Transactional Video On Demand), with players like Amazon Prime Video or YouTube Movies, is emerging as the main driver of the audiovisual market in Europe. His income reached 2.4 billion euros in 2022. This trend marks a decisive shift, where digital consumption, through the purchase or rental of content, begins to prevail over physical formats, thus illustrating a profound transformation of habits Europeans.
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The shift towards digital is particularly notable with the rise of the EST (Electronic Sell-Through), where users definitely buy digital content like films and seriesthus enriching their personal library without viewing limits. This trend, combined with the appeal of TVOD for limited-term rentals, indicates a gradual decline in the physical media market. It marks a transition towards a European audiovisual environment dominated by digital, which already represents 62% of the market. With digital poised to take over by 2024, the way we use content in Europe is changing.
Source: OBS