Rome — The latest report from ITMedia Consulting, published today, underscores a major structural shift in the European television industry, driven by digital growth, streaming and sports‐led advertising.
According to the report, the Western European TV market reached €78.8 billion in total revenues in 2024, marking a 3.7 % increase compared with the previous year. Notably, both advertising and pay TV revenues rose by 4.5 %. The recovery of the advertising segment is particularly significant: in 2024, advertising revenues climbed to €25.3 billion, surpassing the pre-pandemic 2019 figure of €24.5 billion. At the same time, online TV advertising (excluding YouTube and social media) expanded from 9 % of total TV advertising in 2019 to 23 % in 2024.
“Despite the moderate recovery of linear television in 2024, due in particular to the favourable circumstances of two major sporting events in Europe,” said Augusto Preta, CEO of ITMedia Consulting and founding member of MEDEA, “if we look to the future — beyond cyclical factors — the growing importance of digital revenues in this market is clear.”
The report highlights that pay TV remains the largest revenue source in the sector, with revenues reaching €35.3 billion, ahead of advertising (€25.3 billion) and license-fees (€18.2 billion). Sporting‐event rights remain a key driver of growth and digital transformation in the industry.
In individual markets, the United Kingdom remains the largest in Europe with revenues of €6.2 billion, followed by Germany (€5.1 billion), France (~€3.7 billion), Italy (~€3.7 billion) and Spain (~€1.7 billion).
For full details of the report, see the media coverage “Mercato TV europeo: la crescita grazie allo streaming” — Italia Oggi (October 28, 2025) https://www.italiaoggi.it/marketing-e-media/media/mercato-tv-europeo-la-crescita-grazie-allo-streaming-t1j7srxs#google_vignette?refresh_cens