MUMBAI: Two giant powers in subscription-based video on demand (SVoD) market – Netflix and Amazon- accounted for almost 80 per cent of the SVoD subscriptions in the EU in 2017, a report from the European Audiovisual Observatory found. It also found that Netflix, Comcast and Liberty Global controlled a third of all EU subscriptions to pay AV services in that same year.

The report also added that Pay AV services are growing faster than the rest of the AV services market. On the other hand, the pay AV services subscriptions increase was driven by SVoD but pay-TV held much higher average revenue per user (ARPU).

While cord-cutting is being depicted as a wide phenomenon across the world, it is not taking place right across the board in Europe but is rather very specific to national markets. Despite cord-cutting being one of the pay AV services market realities in Europe, other factors are also dominating thanks to the specific convergence of market factors.

According to the report, around 80 per cent of the pay AV services’ net additions were delivered by OTT and IPTV between 2008 and 2017. Although cable dominated the pay-TV base in 2017, its market share fell by almost 20 per cent compared to that in 2008.