Wireless

European service revenue growth declined to -1.3% in Q4 as trouble in France weighed even more heavily.

In contrast to a couple of years ago, the Italian and Spanish markets have the most positive momentum.

Network sovereignty is driving satellite direct-to-device strategies, and may cause some regret about mobile tower sales, which are also proving more contentious than hoped.

We forecast broadcaster viewing to decline to 50% of all video viewing by 2031 (from 54% in 2025), driven by continued declines in live viewing, albeit at a slower rate than the sharp year-on-year drop seen in 2025.

Non-live broadcaster viewing will increase its share, supported by older demographics as viewing plateaus among under-35s—a trend also true of SVOD services. YouTube is projected to continue its advance on the TV set across all ages.

Although total TV ‘usage’ is flat versus pre-COVID levels, a material and seemingly growing proportion of it (~9%) is when nothing is being watched (e.g. pausing, browsing): this is correlated with smartphone usage and impinges on actual viewing volumes.

The middle tier is gone. Streaming pricing is bifurcating toward premium ad-free and ad-scaled tiers. Netflix played the long game—letting Disney+ and HBO Max normalise higher prices and absorb the churn risk, then hiking Standard to $19.99 and Premium to $26.99 to reclaim the premium position once the ceiling had been raised.

The industry has crossed the profitability threshold, but the gap with Netflix widens rather than closes. Linear is still funding the transition—the spin-offs and segment collapses are a visibility play as much as a structural one. 

Ad tiers are scaling fast but monetising slowly. Sports is the acquisition flywheel everyone is betting on, yet the ROI remains unproven—Peacock's losses widened the moment NBA rights hit. Reach is rising; depth of engagement is diverging.