Digital ad spend across Europe grew to €55bn in 2018

"IAB Europe, the leading European-level industry association for the digital advertising ecosystem, announced at its annual Interact conference today in Warsaw that digital advertising grew 13.9 percent in 2018 to €55.1bn, driven by strong growth in video, mobile and social spend. This is the fastest growth since 2011 and has seen the market more than double in size since 2012.
The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market, covering 28 markets, and is now in its thirteenth year. In 2018, a total of twenty-one markets saw double-digit year-on-year growth
Out-stream video and mobile both dominated results in 2018, as they both grew by double-digits in all twenty-eight markets in the study. Out-stream video grew by 44.7 percent on average, compared to in-stream at 19.7 percent. Overall, video grew by 30.9 percent, to €7.6bn, accounting for 33 percent of the display market.
Search remains the largest online advertising category in terms of revenue with a growth of 12.5 percent and a market value of €25bn.
Social is fueling display growth across Europe, growing 33.7 percent year-on-year and now accounts for 49 percent of display.
Total mobile ad spend grew by 31.4 percent in 2018, to €22.8bn, and now accounts for 41 percent of all digital ad spend across Europe.
[...]
The IAB Europe AdEx Benchmark study divides the digital ad market into three categories: Display, Search and Classifieds and Directories. Growth in these advertising formats has been underpinned by shifting uses in devices and changing consumption patterns. In 2018, Display has closed the gap with Search, growing by 17.5 percent to account for 42.2 percent of all spend.
[...]
In 2018, the top five largest growth markets all came from the CEE region:
Ukraine – 26.9 percent
Russia – 24.9 percent
Belarus – 23.6 percent
Czech Republic – 20.9 percent
Serbia – 20.1 percent
Norway entered the top 10 in 2018, with further gains by Spain and Sweden.
Top 10 rankings (by market size)
UK – €18.4bn
Germany – €7.2bn
France – €5.2bn
Russia – €4.1bn
Italy – €2.9bn
Netherlands – €2.2bn
Spain – €2.2bn
Sweden – €2.1bn
Switzerland – €2.0bn
Norway – €1.1bn"

Source:  Press release from IAB Europe, 4th June 2019

The number of homes with only one paid video subscription is falling

"The number of people with more than one online streaming service is continuing to grow according to the latest consumer research from Ampere Analysis. In a survey of 33,000 Internet users across 16 countries, more than half (50 per cent) of respondents in 13 of those countries had at least one SVoD service, while in 10 of the 16 markets, more than half of SVoD homes were SVoD Stackers – those taking more than one service.  As more major players – such as Disney – enter the SVoD marketplace in 2019 and beyond, the billion-dollar question is, just how many services will consumers pay for?
The Facts
Netflix continues to be the dominant service, leading in almost all countries surveyed in terms of the number of subscribers
Amazon Prime only beats Netflix adoption levels in Japan and Germany – and even here, Netflix is the second choice
This is not just a marketplace where just two global SVoD giants battle for supremacy. Local players perform well in Sweden, Turkey and the Netherlands, and elsewhere, others are eyeing the market opportunity."

Source:  Advanced Television, 21st February 2019

Netflix is adding 100,000 subscriptions a month in France

"Netflix is signing up more than 100,000 subs in France each month since the beginning of 2018 and is nearing on reaching 3.4 million subs according to daily newspaper Liberation.
The figures have not been confirmed by the SVoD platform, but the service has significantly enhanced its French-speaking catalogue over the last months, as awareness of the service increased. Recent exclusive agreements include one with French one-man show humourist Gad Elmaleh and major TV producers.
If confirmed, these figures would show the rapid change of usages of French viewers, as Netflix would surpass the other OTT and linear TV offers such as OCS, which is close to 3 million subs, and beIN Sports, which also cliams 3.4 million subs. Canal+ is still top ranked with 4.9 million subs in France, but could be surpassed in less than a year.
Netflix France has also revealed other data, saying that 55 per cent of French people acknowledged having found “a really good partner for binge viewing.”"

Source:  Advanced Television, 9th April 2018

Also - 3.4m watch VOD daily

European digital ad spend rose to over €40bn in 2016

"At its annual Interact conference today, IAB Europe announced that online advertising grew 12.2% in 2016 to €41.8bn establishing itself as the dominant advertising medium in Europe.
The AdEx Benchmark study is the definitive guide to the state of the European online advertising market and is now in its eleventh year. The research demonstrates that online advertising continues to surpass TV advertising. All markets participating in the study recorded positive growth, a total of twenty markets grew double-digit for the third year running (three markets recording 30%+ growth. Mobile continues to drive the growth with both mobile display and mobile search seeing 50%+ growth in 2016. Mobile dominates across all markets with a 100%+ growth rate in some markets.
Mobile display now accounts for €5.4bn and continues to grow its share of the display market to 33.3%, with a growth rate of 53.3% compared with 2015.
Video which is considered as a key channel for delivering brand advertising campaigns, according to IAB Europe’s Attitudes to Digital Video Advertising report, continues to experience strong growth to a share of 18.2% of the total display market.
[...]
The IAB Europe AdEx Benchmark study divides the online ad market into three categories: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed other categories for the third year in a row with a growth rate of 13.8% and a value of nearly €16bn.
Search continues to be the largest online advertising category in terms of revenue with a growth of 12.9% and a market value of €19.1bn. It continues to be the largest online advertising format in terms of revenue.
[...]
Top 3 Individual growth markets were:
Romania – 36.9%
Slovenia – 32.2%
Ireland – 31.4%

Top 10 Rankings
UK – €14.2bn
Germany – €5.9bn
France – €4.2bn
Russia – €2.6bn
Italy -€2.3bn
Netherlands – €1.7bn
Spain – €1.6bn
Sweden – €€1.6bn
Belgium – €0.9bn
Switzerland – €0.9bn"

Source:  Press release from IAB Europe, 23rd May 2017

60% of US internet homes have at least one connected TV device

"Year over year, the number of homes with an installed connected TV device increased by six million, now totalling 60 per cent of US Internet homes, according to the NPD Connected Intelligence Connected Home Entertainment report. As the number of connected TV homes continues to grow, the devices used to make those connections have shifted. In January 2017, streaming media players were the most commonly installed internet-connected TV device. Thirty-five per cent of US Internet homes now have a streaming media player, up from 29 per cent in 2016.
“The average connected home has three devices installed and able to deliver apps to their TVs, but the mix of those devices continues to change,” advised John Buffone, executive director, industry analyst, NPD Connected Intelligence. “Shifts are also occurring in the industry as TV manufacturers migrate to operating systems from Roku, Amazon and Google. This benefits content owners, as they can reach a larger audience through distribution on fewer platforms, and viewers, as they’ll be able to find more of the programming they want in a single location.”"

Source:  Advanced TV, 20th April 2017

Also - 57% of French homes have a connected TV
Also - Leichtman - 69% of US homes have at least one TV connected to the internet

French digital TV platform Molotov has 1m users

"Suggesting it is bringing millennials back to TV, French OTT TV platform Molotov has reached 1 million registered users, a milestone achieved in just six months since its full-scale launch in November 2016, which took place after an exclusive introduction on Apple devices last summer.
Molotov says it offers a radical new way to watch television, to discover and to enjoy TV content across smartphones, tablets, PCs, OTT set-top-boxes and Smart TVs.
The Molotov app has been adopted by a particularly young audience with an average user age of 35, versus 51 in traditional TV.
Molotov users watch TV across multiple screens: 40 per cent on their smartphones, 40 per cent on their PCs/tablets and 20 per cent on their connected TVs. All screens included, Molotov users spend on average 80 minutes per day (1 hour and 20 minutes) on the service and up to 160 minutes per day (2 hours and 40 minutes) on their connected TV set."

Source:  Advanced Television, 4th April 2017

Use of wearable devices in major markets

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Average minutes of broadcast TV watched per day 2013-4 in major markets

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

The number of apps downloaded per month in major markets

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Regular smartphone communication methods in major countries

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Time between waking and checking smartphone in major markets

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Claimed changes in watching DVDs/Blu-rays in major markets

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Use of non-broadcaster subscription VOD services in major countries

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Regular use of different media & devices in major countries

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Ownership and use of devices in major countries

Source:  Ofcom's International Communications Market Report, December 2015
Full document is here

Smart TV ownership in broadband homes in Europe

Source:  Parks Associates, 20th October 2015

Digital Ad Spend hit €30.7bn in Europe in 2014; Mobile is 17% of display spend

"At the 9th edition of its annual Interact conference IAB Europe today announced that online advertising grew 11.6% to a market value of €30.7bn in 2014.
The AdEx Benchmark research – the definitive guide to the state of the European online advertising market – revealed that online advertising achieved double digit growth for a fifth consecutive year.
All markets participating in the study recorded positive growth and twenty markets grew double-digit. Mobile and video ad spend continued on their strong growth curves and are now a significant proportion of display and search ad spend.
Townsend Feehan, CEO of IAB Europe, commented “The AdEx Benchmark results highlight the importance of digital advertising for growth in Europe’s economy. We need to ensure that digital advertising enables the European digital sector to compete across the world.”
Display, Search and Classifieds
The IAB Europe AdEx Benchmark study splits the online ad market into 3 broad segments: Display, Search and Classifieds and Directories. Growth in these online advertising formats has been underpinned by shifting uses in devices and changing consumption patterns.
Display advertising outperformed other categories with a growth rate of 15.2% and the pace of Display growth further accelerated versus 2013. In 2014, the total value of the Display ad market was €10.9bn.
Search showed growth of 10.8% - and a market value of €14.7 billion. It continues to be the largest online advertising format in terms of revenue, but has recorded a deceleration in its growth rate in the last three years.
The 2014 Classifieds and Directories market grew 5.8% to €4.9bn showing growth of 5.8%. Classifieds & Directories benefitted from the improvement in the economy, but is increasingly challenged by Paid-for-search and Data-driven Display to compete for advertising budgets.
Mobile and video are driving growth 
Mobile now accounts for 17.7% of the display market, with a growth rate of 72.5% compared with 2013.
Online video advertising also showed strong growth, now representing 15.1% of the display market.
Eleni Marouli, a Senior Analyst at IHS and author of the report, “The sustained double-digit growth in online advertising in the last five years demonstrates the continual evolution of the online advertising market. The two formats driving this growth in 2014 were mobile and video. The rise of mobile and video is a reflection of the investment and innovation of the online advertising industry to meet advertiser needs, not just a reaction to shifts in consumption trends”
Regional and national pictures
Daniel Knapp, Director of Advertising Research at IHS Technology and author of the research, said, "Our study shows that even the most mature online advertising markets in Europe sustain double digit growth, clearly indicating the economic vibrancy of the sector. This growth is primarily enabled by the proliferation of intelligent data infrastructures. Data is the growth engine behind advertising that serves as a connective tissue between consumers, media and brands.”
The CEE region grew strongly as online advertising is still benefitting from the improvements in broadband infrastructure and the increase in broadband penetration in these markets, which brings more addressable audiences online. However, growth in European online advertising continues to be driven by the most mature online advertising markets in Europe. This is a direct result of investment in formats and targeting capabilities and developing data strategies in a cross-device environment.
As Europe exits the double-dip recession, advertising markets will benefit from increased optimism from brands. Provided that publishers continue to improve their offerings, online advertising spend is well-placed to be the main beneficiary of the larger advertising budgets. Mobile and video will be the primary areas of interest for these brands.
Top 3 Individual growth markets were:
Slovenia 43.1% growth
Ireland 33.3%.growth
Belarus 32.8%growth
Top 10 Rankings
UK - €8.9bn
Germany – €5.4bn
France - €3.7bn
Italy – €1.9bn
Russia- €1.8bn
Netherlands - €1.5bn
Sweden - €1.0bn
Spain – €0.9bn
Denmark - €0.7bn
Norway - €0.7bn"

Source:  Press release from IAB Europe, 21st May 2015

Full presentation here

The rise and fall of SMS messaging

Source:  Ofcom's International Communications Market Report, 11th December 2014

The percent who access online video, by device

Source:  Ofcom's International Communications Market Report, 11th December 2014

eCommerce Sales by market

Source:  Ofcom's International Communications Market Report, 11th December 2014