Accessing diverse video content has never been easier, and subscribing to various paid streaming platforms is increasingly popular. Data show that nearly one in three (32.7%) internet users in the EU in 2025 had a paid subscription to a film, series, or sports streaming service, the largest share among the 4 subscription types.
Paying for a music streaming service was also popular, with 23.0% of internet users being paid subscribers. By comparison, only 7.2% had paid subscriptions for online news sites, newspapers, or magazines, and 6.1% subscribed to a gaming streaming service.
Source dataset: isoc_ec_ibgs
Which EU countries have the largest shares of stream subscribers?
Among EU countries, Ireland and Denmark recorded the largest shares of internet users with paid subscriptions to a films, series or sports streaming service, with 63.9% and 61.1%, respectively. They were followed by the Netherlands, with 59.2%.
Conversely, only 9.3% of internet users in Bulgaria pay for this type of subscriptions. Slovenia (13.7%), Latvia (16.7%) and Lithuania (17.4%) were also among the EU countries with the smallest shares of individuals subscribing to films, series or sports streaming services.
Source dataset: isoc_ec_ibgs
