Netflix Not Yet Dominant in Europe

17 Sep, 2015 By: Erik Gruenwedel

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New Sandvine data shows Netflix accounting for about 10% downstream bandwidth market share in Austria and France; less in recently launched European territories

Netflix launched operations in six European countries a year ago as it seeks a global footprint by the end of 2016. In Sandvine’s latest “,” the subscription streaming pioneer generated 10% of the peak downstream bandwidth market via fixed access devices (i.e. televisions) in Austria and France; less so in Germany, Belgium, Switzerland and Luxembourg.

The percentage is about half of Netflix’s 20% share in the United Kingdom and Ireland — territories the SVOD service entered in 2011. More importantly, the market share is less than a third of Netflix’s peak downstream bandwidth share in the United States.

Specifically, Netflix generated 4.82% downstream market share, behind BitTorrent (6%), Facebook (7.56%) and leader YouTube with 24.44% — but ahead of iTunes at 2%. Netflix previously generated 3.44% market share.

Indeed, YouTube is the top mobile application in both Europe and Asia-Pacific, making it the global leader in mobile traffic, according to Sandvine.

In Sandvine's most recent North American report, Amazon Prime Instant Video and Hulu Plus trailed Netflix (36.5%) in streaming traffic at 1.97% and 1.91%, respectively. Other video services included YouTube (15.56%), iTunes (3.36%) and Facebook at 2.65%. Sling TV, the over-the-top video service launched by Dish Network in February, accounted for less 1% of downstream traffic.

Regardless, Ontario, Canada-based Sandvine said it expects Netflix streaming market share in Europe to increase demonstrably.

“Netflix is planning additional European expansion once again this October … in Italy, Portugal and Spain. This continued expansion makes it a realistic possibility that Netflix will be among the top three applications on European networks in 2016,” Sandvine reported.
 

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