How audiences respond to streaming services in Europe

This chapter provides an overview of audience studies on video-on-demand (VOD) services in Europe. With 78% of Europeans subscribing to at least one streaming service in 2023, the dominance of three providers—Netflix, Amazon Prime Video, and Disney+—raises critical questions about the position of local players. Our analysis examines audience attitudes and preferences towards various VOD services. Additionally, we explore how viewers interact with streamers, based on existing consumption patterns, content selection, and technological affordances across Europe. Drawing on a wide array of primary data from Flanders and secondary data encompassing the European landscape, this chapter provides a Europe-wide perspective on streaming consumption. This contribution highlights emerging trends in audience behaviour and the evolving relationship between viewers and streaming services. Finally, we present a research agenda that outlines future directions for audience studies, addressing the complexities of this fast-changing media environment.