Bulgaria has the lowest share in the European Union of internet users who pay for online video and sports streaming services, with just 9.3% having a paid subscription in 2025, according to Eurostat data.
Across the EU, 32.7% of internet users paid for services allowing them to watch movies, television series or sports online last year, meaning roughly one in three Europeans had at least one such subscription.
The differences between countries are substantial, with paid streaming platforms particularly popular in Northern and Western Europe.
Ireland recorded the highest share, at 63.9% of internet users, followed by Denmark at 61.1% and the Netherlands at 59.2%. In all three countries, more than half of internet users paid for video or sports services, including platforms such as Amazon Prime and Disney+.
Bulgaria was at the opposite end of the ranking, with only 9.3% of internet users paying for these services. Slovenia followed with 13.7%, while the shares stood at 16.7% in Latvia and 17.4% in Lithuania.
