Over the past year, the video on demand (VOD) industry has seen significant changes, with the regular introduction of new advertising-supported hybrid pricing models and the increasing entry of large platforms into sport. These elements, according to ITMedia Consulting, will consolidate and constitute the main growth drivers for the coming years.

Sport, therefore, will play a central role as a driver of change and innovation. As the entertainment industry becomes an increasingly fragile ecosystem, the business of sport becomes a more valuable aspect of its portfolio of offerings.
For broadcasters, sport is a way to differentiate themselves from rivals. Streamers, particularly the large global platforms, initially hesitated to enter, focusing on offering series and films. Now, however, they have put aside their qualms and are increasingly investing in offering live events.
Streaming does not only represent a new mode of distribution, however, but has introduced a structural change in audience expectations. Audiences are no longer satisfied with a single linear stream: they demand complete and multidimensional access to the sports experience. The billions of minutes of content consumed confirm an increasing and constant level of engagement.
As a result, ITMedia Consulting estimates that total VOD revenues in Western Europe will increase to EUR 35 billion in 2028, at an average annual rate of 9%. SVOD pay revenue growth will be much higher than that of TVOD, widening the gap between the two business models.
But it will be advertising-supported services, AVOD (which include advertising revenues from hybrid SVOD and freemium services that will experience the largest increase in market share, rising from 25% in 2025 to 30% in 2028
In summary, this year's report highlights a significant transformation in the global audiovisual landscape in favour of streaming. Bolder and more innovative ad-supported models, the integration of live sports content and an ongoing commitment to premium content production are rewriting the rules of consumer behaviour.

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