Ireland has highest EU rate of paid film and TV streaming

Ireland leads the European Union in the proportion of internet users who pay for film, television series, or sports streaming services, according to new Eurostat data. A separate commercial study also found a similar rate of adoption, alongside revealing that Irish consumers may be spending nearly €2 billion annually on streaming services.

Eurostat reports that 63.9% of Ireland's internet users had a paid subscription to at least one of these services in 2025, surpassing all other EU member states, with Denmark at 61.1% and the Netherlands at 59.2%. This rate is nearly double the EU average of 32.7%. The data applies to individuals aged 16 to 74 who used the internet during the preceding three months.

Bulgaria stands at the lower end of the spectrum with 9.3% of internet users paying for such subscriptions. Among the most common types of paid online subscriptions across the EU are film, series, and sports services, which were subscribed to by 23% of internet users. Music streaming is utilized by 23% of users, while 7.2% have online news subscriptions, newspapers, or magazines, and 6.1% have a gaming streaming subscription.

Eurostat's findings align with research by Censuswide for broadband provider Pure Telecom, which found that 66% of adults in Ireland pay for at least one streaming service, with an average monthly expenditure of €41.93. The survey of 1,000 Irish adults also indicated that 70% have canceled at least one service in the past year, primarily due to rising prices.

Another study by Ampere Analysis reveals that subscribers in Western Europe experienced the most significant average price increases over the past three years, with average monthly subscription costs rising by €1.59. The figures do not clarify whether the higher level of paid streaming in Ireland is due to increased consumption, varying household circumstances, or the availability and pricing of services.