{"id":10682,"date":"2025-08-29T08:55:10","date_gmt":"2025-08-29T06:55:10","guid":{"rendered":"https:\/\/mio.one\/blog\/the-future-of-streaming-in-europe\/"},"modified":"2026-07-09T10:20:09","modified_gmt":"2026-07-09T08:20:09","slug":"the-future-of-streaming-in-europe","status":"publish","type":"post","link":"https:\/\/mio.one\/en\/blog\/the-future-of-streaming-in-europe\/","title":{"rendered":"The Future of Streaming in Europe"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><sub>Estimated reading time: 2 minutes<\/sub><\/p>\n\n<p class=\"wp-block-paragraph\">In recent years, the world of <strong>streaming<\/strong> has undergone a revolution. Platforms that once relied solely on subscription revenue are now exploring new ways to generate revenue: <strong>advertising<\/strong>. This shift, which is evident in the U.S., is also beginning to take hold in Europe.    <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>The Shift Toward Streaming Advertising<\/strong> <\/h2>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mio.one\/en\/blog\/the-future-of-live-streaming-are-we-missing-an-opportunity\/\">As we\u2019ve mentioned before<\/a>, in the United States, several major platforms\u2014such as <strong>Netflix<\/strong> and <strong>Disney+<\/strong> \u2014have begun introducing <strong>ad-supported models<\/strong> (AVOD), offering cheaper subscriptions in exchange for advertising. This move stems from <strong>stagnant subscriber growth<\/strong>, which is leading the platforms to seek new sources of revenue.   <\/p>\n\n<p class=\"wp-block-paragraph\">Amazon, for example, has purchased the <strong>NFL&#8217;s<\/strong> streaming rights for <strong>Prime Video<\/strong>, marking a major shift in its approach. <strong>Netflix<\/strong>, too, has turned to <strong>reality shows<\/strong> and live content to attract new audiences.   <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Europe is following the same path<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Europe isn&#8217;t far behind. <strong>Amazon Prime Video<\/strong> and <strong>Netflix<\/strong> are expanding their offerings with <strong>live content<\/strong>, such as <strong>tennis<\/strong> and <strong>reality shows<\/strong>, while also integrating <strong>advertising into their platforms<\/strong>. Platforms like <strong>Rakuten TV<\/strong> and <strong>Pluto TV<\/strong> are also gaining ground with free content in exchange for ads.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What does this mean for advertisers in Europe?<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">For brands, the transition to an <strong>AVOD<\/strong> model represents a <strong>major opportunity<\/strong>. It is now possible <strong>to reach larger audiences<\/strong> at <strong>lower costs<\/strong> than with traditional models, such as linear TV. In addition, <strong>performance measurement<\/strong> becomes more accurate, thanks to the ability to <strong>measure the direct impact<\/strong> of campaigns on sales.    <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Advanced Planning and Accurate Data<\/strong> <\/h2>\n\n<p class=\"wp-block-paragraph\">Advertising campaign planning is also evolving. It\u2019s no longer just about choosing a medium (TV, VOD, etc.), but about <strong>planning based on audiences<\/strong> and <strong>business objectives<\/strong>. This means that brands can <strong>better segment<\/strong> their audience and measure the performance of their campaigns at every stage of <strong>the sales funnel<\/strong> (from attracting new users to building loyalty).    <\/p>\n\n<p class=\"wp-block-paragraph\">In addition, <strong>using first-, second-, and third-party data<\/strong> allows us to personalize campaigns more effectively and tailor strategies to the needs of each market. By using <strong>advanced technology<\/strong>, we can <strong>optimize the impact of each campaign<\/strong>.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The Importance of Clean Rooms<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">The concept of <strong><a href=\"https:\/\/mio.one\/en\/blog\/data-clean-rooms-the-future-of-privacy-and-measurement-in-marketing\/\">Clean Rooms<\/a> <\/strong>is gaining prominence; these secure environments allow advertisers to combine <strong>data from different sources<\/strong> (such as their own data and that from advertising platforms) to gain a <strong>more accurate view<\/strong> of user behavior, without compromising user privacy. This technology helps <strong>enrich data and <\/strong>make campaigns more efficient, maximizing return on investment.   <\/p>\n\n<p class=\"wp-block-paragraph\">In conclusion, the streaming model in Europe is undergoing a transformation; platforms are shifting from relying solely on <strong>subscriptions<\/strong> to incorporating <strong>advertising<\/strong> as a key source of revenue. This shift offers a great opportunity for advertisers: <strong>to reach larger audiences<\/strong>, <strong>measure impact<\/strong>, and <strong>optimize<\/strong> campaign <strong>results<\/strong>. At <strong>the<\/strong> same time, <strong>advanced planning<\/strong>, the <strong>use of segmented data<\/strong>, and the integration of <strong>Clean Rooms<\/strong> are key elements for maximizing campaign success in this new landscape.    <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Estimated reading time: 2 minutes In recent years, the world of streaming has undergone a revolution. Platforms that once relied solely on subscription revenue are now exploring new ways to generate revenue: advertising. This shift, which is evident in the U.S., is also beginning to take hold in Europe. The Shift Toward Streaming Advertising As [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[316,241,314],"tags":[],"class_list":["post-10682","post","type-post","status-publish","format-standard","hentry","category-ctv","category-digital-marketing","category-news-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Streaming in Europe: From the Subscription Model to Advertising<\/title>\n<meta name=\"description\" content=\"The streaming model in Europe is evolving. AVOD and advertising are key to reaching new audiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mio.one\/en\/blog\/the-future-of-streaming-in-europe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Streaming in Europe: From the Subscription Model to Advertising\" \/>\n<meta property=\"og:description\" content=\"The streaming model in Europe is evolving. 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