The new DPP European TV & Streaming Outlook, a research project conducted by the DPP in collaboration with Mediavision, explores how audiences from 11 European markets are consuming streaming services, social video, and linear TV — as well as how local services compare to US streamers and the Big Tech social and video platforms.

Highlights from the study were shared at the DPP European Broadcaster Summit 2026 in Paris, where the research was introduced by Principal Analyst at Mediavision, Fredrik Liljeqvist, who discussed some of the key findings with DPP Founder and Chief Content Officer Mark Harrison.

With the European media landscape undergoing such a profound reconfiguration, the European TV & Streaming Outlook is born from a research collaboration between the DPP and Sweden-based analyst partners Mediavision to investigate how viewing is distributed across platforms, how that translates into subscription and engagement patterns, and the extent to which local and international services are experiencing such different trajectories across the region.

As such the European TV & Streaming Outlook sets out to answer a set of increasingly urgent questions for European media and technology companies which existing market data could not adequately answer. Broadly, these are:

• How is daily viewing time actually split between traditional TV, online video/streaming, and social video?
• To what extent have online video services become truly daily‑reach platforms rather than occasional destinations?
• How is the balance of power shifting between local services and international players in terms of both reach and time spent watching?

Audiences across 11 European countries were surveyed, with the US also included as a benchmark, with the goal to present a comparative view of usage and engagement, rather than a series of isolated national narratives. [Contact us at the DPP for more granular data by country and streaming service.]

Linear, online and social: The new mix of viewing

The starting point for the DPP and Mediavision research was to gauge average daily viewing share across linear TV, online video, and social video. It is worth noting that a key methodological decision is the classification of YouTube as online video, rather than social video. This reflects its position as a primary online video destination and avoids conflating it with more socially oriented platforms.