In a surprising turn of events, a recent study conducted by the prominent research agency Glance revealed that the streaming platforms of leading European broadcasters have outperformed many popular global streamers, such as Prime Video and Netflix, in terms of viewing numbers and the depth of content available.
In a recent interview with Variety, Frédéric Vaulpré, Senior Vice President at Glance, discussed how streaming platforms have begun to act like broadcasters in recent years, noting that they now stream live events such as sports matches, music concerts, and entertainment shows, including reality TV, talent competitions, and quiz shows, from their extensive content libraries. Vaulpré even referred to this phenomenon as “platformization.” This trend blurs the line between streamers and broadcasters, as streaming platforms diversify their content to attract more viewers.
When viewed on a broader scale, we can also find examples of this trend among Indian OTT platforms. For instance, JioCinema has been streaming live IPL matches, which are essentially live-stage events with a massive fanbase. It also offers live broadcasts of award shows and other entertainment events. Similarly, Disney+ Hotstar has streamed numerous IPL matches and covers other sporting events, such as the Premier League, Pro Kabaddi League, Grand Slam tennis tournaments, and more.
Despite differing from one another in terms of business models, the streaming platforms of European broadcasters are now focused on offering more live-stage concerts, digital versions of print publications, and even podcasts.
In the first half of 2024, BBC iPlayer saw a significant increase in daily views, reaching 10,000 shows per day, according to Glance’s latest study. This represents a 2.5-fold increase compared to the same period in 2023. In contrast, Netflix, Prime Video, and Disney+ recorded daily views of 4,800, 2,400, and 900, respectively, during the same period in the UK. This demonstrates how effectively the BBC has leveraged both its broadcasting and streaming platforms. The study also revealed that traditional, linear TV consumption is declining across Western Europe as people increasingly shift toward on-demand streaming services. Stay tuned for more updates.