EU Streaming Subscriptions: Adoption Gaps and Growing Legal Pushback

Eurostat’s 2025 survey indicates that roughly one-third of internet users across the European Union maintain a recurring paid subscription for video or sports content. The data underscores a fragmented market: while many households rely on services such as Amazon Prime, Disney+, and DAZN, the propensity to pay varies sharply between member states.

Euronews

The highest penetration appears in Ireland (63.9 %) and Denmark (61.1 %), with the Netherlands close behind at 59.2 %. In contrast, Bulgaria records the lowest adoption at 9.3 %, followed by Slovenia (13.7 %), Latvia (16.7 %), and Lithuania (17.4 %). Outside audiovisual media, 23.0 % of EU internet users subscribe to audio platforms (e.g., Spotify, YouTube Premium), 7.2 % pay for digital news outlets, and 6.1 % use cloud-gaming services such as Xbox Game Pass.

Euronews

Consumer advocacy is intensifying. A Dutch consumer group has filed a lawsuit against Netflix, alleging price hikes of up to 75 % since 2017 and seeking damages of up to €673 million. Similar actions have emerged elsewhere: a court in Rome ruled earlier this year that Netflix’s price increases in Italy were illegal; German courts have issued rulings favoring consumers in parallel cases; a Spanish proceeding remains ongoing; and an Austrian dispute concluded with an out-of-court settlement that includes compensation. These actions reflect mounting scrutiny of subscription-price practices across the bloc.

Euronews

The stark disparity in subscription uptake, combined with coordinated legal challenges, highlights a “digital divide” within the EU. High-adoption markets may face tighter regulatory oversight, while low-adoption regions could see slower growth of streaming services. As courts continue to evaluate pricing fairness, providers may need to adjust pricing structures or enhance localized content to sustain subscriber bases across diverse national markets.

Euronews