From weekend box-set marathons on Netflix to live football on DAZN, streaming has become a staple of European entertainment. Yet new Eurostat figures reveal just how unevenly the continent embraces paid digital content.
In 2025, 32.7% of internet users across the European Union held at least one paid subscription for films, series, or live sports. But national adoption rates vary so widely that the bloc looks less like a single market and more like a patchwork of digital habits.
Northern and western Europe lead the way
Ireland tops the ranking, with 63.9% of internet users paying for services such as Amazon Prime and Disney+. Denmark follows closely at 61.1%, and the Netherlands completes the podium with 59.2%. These countries have long had high broadband penetration and a strong culture of paying for content, which helps explain their enthusiasm.
At the other end of the spectrum, Bulgaria records the lowest uptake in the EU at just 9.3%. Slovenia (13.7%), Latvia (16.7%), and Lithuania (17.4%) also sit far below the bloc average, highlighting a persistent east-west gap in disposable income and digital infrastructure.
The divide is not just about money. As recent security incidents in Slovakia show, the region faces distinct challenges that can shape consumer behaviour, from economic pressures to trust in digital services.
Beyond video: audio, news, and gaming
Streaming video is only part of the story. Eurostat also tracked subscriptions for audio platforms like Spotify and YouTube Premium, which attract 23.0% of EU internet users. Online news and digital magazines lag at 7.2%, while cloud gaming services such as Xbox Game Pass trail at 6.1%.
The relatively low uptake of paid news is notable, especially given the struggles of many European publishers. It suggests that while Europeans are willing to pay for entertainment, they remain hesitant to fund journalism directly—a trend that has implications for media sustainability across the continent.
Legal challenges mount
The popularity of streaming has also brought scrutiny. In the Netherlands, a consumer group is suing Netflix over price increases that have reached up to 75% since 2017, with potential damages estimated at €673 million. The case follows a ruling in Rome that declared Netflix's Italian price hikes illegal; the company is appealing.
These legal battles reflect growing consumer frustration with subscription costs, even in countries where adoption is high. As the market matures, European regulators and courts are likely to play an increasingly active role in shaping how digital services are priced and delivered.
The Eurostat data paints a picture of a continent that is digitally connected but economically fragmented. While streaming has become a routine expense for many in the north and west, large parts of eastern Europe remain on the sidelines. Bridging that gap will require more than just better internet connections—it will demand affordable pricing and content that resonates with local audiences.
