Also due to the entry of global streamers such as Netflix or Amazon Prime into the European market, investments in European original content have increased significantly.
This is the result of the ten-year “Investments in Original European Content” analysis by the European Audiovisual Observatory. New competition and new standards have also prompted private broadcasters to increase their investments.
European original content refers to original works of any category, such as fiction, documentary, game show or talk show, produced in an EU country, the UK or Norway. From 2011 to 2021, investments in such content increased from € 12.7 billion to € 17.4 billion, with global streaming platforms accounting for € 2.8 billion more recently. With the exception of the 2020 slump, investments have grown more since streamers emerged in 2015 than before. Among streamers, Netflix is responsible for around half of the investment in European originals.
Looking at individual countries, the Danes are the strongest public investors in their country, responsible for 74% of all investments in European original content, followed by the Netherlands and Germany. Spain benefits the most: While public broadcasters account for only 14% of the country’s total original content investment, global streamers account for 37%, a percentage higher than in any other country.
About 30 percent of all original content investments (€ 5 billion) in Europe go to the UK. Poland, Spain and Sweden recorded the strongest increases in the past decade.
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