US streaming services now account for around three quarters of online video viewing across Europe, underlining the scale of the challenge facing local platforms as audiences continue to shift online.
According to new analysis from Mediavision, produced in collaboration with the DPP (The Digital Production Partnership), local services accounted for only around 25% of online viewing on average in February 2026 across the markets surveyed.
Mediavision said the findings point to a dramatic change in viewing habits as global streaming platforms increasingly become the main destination for online consumption.
Fredrik Liljeqvist, principal analyst at Mediavision, said: “What strikes me is how consistent the picture is across Europe. Regardless of market, US platforms hold a majority of online consumption. We are in the midst of a structural shift as the market turns online.”
Finland was identified as the strongest market for local players, with domestic services accounting for 43% of online viewing. Denmark followed with around 30%, while Spain was among the weakest local markets at 19%.
The report said the differences reflect factors including the strength of domestic public broadcasters, levels of local content production and the scale of US streaming services’ presence in individual markets.
Mark Harrison, founder and chief content officer at the DPP, said the shift was less about what audiences are watching than where they are choosing to watch it.
“This is a story not about what content people in Europe are watching, but where they are watching. Global streaming platforms provide the preferred viewing experience, and this has huge implications for the future of content distribution in Europe.”
Mediavision said the move online has fundamentally reshaped viewing patterns, increasing fragmentation and intensifying the battle for audience time.
While local services remain important to national media ecosystems, the analyst firm warned their position is coming under growing pressure as streaming takes a larger share of total viewing.
Liljeqvist said: “Local services remain central to national media ecosystems, but their position is becoming increasingly challenged. A relatively resilient traditional TV market still provides a strong foundation in many countries, yet the structural shift towards streaming means competition will intensify. For local players, maintaining share online will be key in the years ahead.”
