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EU digital streaming subscription trends

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2026-09-02 10:51 UTC → 2026-09-10 11:13 UTC · added ~~removed~~

Eurostat data from 2025 indicates that 32.7% of internet users in the European Union subscribe to paid streaming services for movies, series, or sports, making it the most popular digital subscription in the region. Music streaming follows at 23%, while online news and gaming subscriptions account for 7.2% and 6.1% respectively. There are significant regional disparities in adoption. Ireland (63.9%), Denmark (61.1%), and the Netherlands (59.2%) report the highest rates. Conversely, Bulgaria (9.3%), Slovenia (13.7%), Latvia (16.7%), and Lithuania (17.4%) show much lower engagement. Cyprus also trails the EU average with a subscription rate of 26.97%. In Germany, the market has evolved toward high penetration and multi-service models. According to the ‘Digitalstudie 2026’ by Postbank, 72% of German households use at least one paid streaming service. Usage is notably higher among the 18 to 39 age group, reaching 90%, compared to 63% for those over 40. The German market is increasingly characterized by a ‘modular system,’ where 46% of households pay for two or more services and over 20% utilize three or more platforms. Consumption intensity remains high across demographics; approximately 35% of users under 40 and 29% of those over 40 consume more than eight hours of paid streaming content per week, with 10% of both groups identified as heavy users streaming over 15 hours weekly.

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