US giants dominate European streaming – local services now capture just one in four viewing hours- Mediavision

Streaming services from the US dominate online video viewing across Europe. On average, local services account for approximately 25 percent of online viewing in February 2026. These are findings in an exclusive new analysis from Mediavision and in collaboration with the DPP.

The European streaming market is under intense global pressure. The shift in viewing has been dramatic: across the analysed markets, US services now capture around three quarters of all online viewing.

– What strikes me is how consistent the picture is across Europe. Regardless of market, US platforms hold a majority of online consumption. We are in the midst of a structural shift as the market turns online, says Fredrik Liljeqvist, Principal Analyst at Mediavision.

– This is a story not about what content people in Europe are watching, but where they are watching. Global streaming platforms provide the preferred viewing experience, and this has huge implications for the future of content distribution in Europe, adds Mark Harrison, Founder and Chief Content Officer at the DPP.

Finland stands out as the strongest market for local actors – accounting for 43 percent of online viewing. Denmark follows at approximately 30 percent. At the other end of the scale, Spain’s local services reach 19 percent. The gap is explained by factors including the strength of domestic public broadcasting, local content production, and US actors’ presence and offerings on respective market.

The transition online has fundamentally reshaped viewing patterns across all analysed markets, shifting consumption towards global platforms. Fragmentation is increasing and competition for viewing time is intensifying.

– Local services remain central to national media ecosystems, but their position is becoming increasingly challenged. A relatively resilient traditional TV market still provides a strong foundation in many countries, yet the structural shift towards streaming means competition will intensify. For local players, maintaining share online will be key in the years ahead, concludes Liljeqvist.

About the survey

The survey was conducted by Mediavision in partnership with The DPP and forms part of the European TV & Streaming Outlook report. It covers consumer behaviour around TV and streaming across multiple European markets and the US. The research was presented to an audience including more than 50 senior leaders from 27 European broadcasters at the DPP’s European Broadcaster Summit in Paris, France on 11 March 2026.

For more information, contact:

Fredrik Liljeqvist
E-mail: fredrik.liljeqvist@mediavision.se
Tel: +46 8 52 80 90 90

Media

Fredrik Liljeqvist & Mark Harrisson.
Photo: Lars Huebner.