Insider Intelligence’s Western Europe Trends to Watch in 2022

Technology and Investment Will Be Key in a Challenging Year

About This Report
Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.
Table of Contents

Executive Summary

Western European firms are in for a rocky ride in 2022, as every sector will be rapidly reshaped by digitization. But opportunities abound for companies that make a significant leap, such as retailers moving to cashless transactions or brands using the latest digital display technology. Competition will be fierce—among paid-for video providers, for example—and the EU will continue to battle firms that flout digital security laws.

Questions this report covers:

  • What tools are Western Europe’s physical retailers employing to compete with digital sellers?
  • Can national and regional providers of subscription video-on-demand (SVOD) services compete with the likes of Netflix and Amazon?
  • Can new technology reanimate digital out-of-home (DOOH) advertising as public spaces reopen?
  • How will Big Tech and other actors undermining digital privacy and security fare in the EU?

KEY STAT: Retail ecommerce sales in Western Europe will grow by 6.2% in 2022, nearing $660 billion. Physical retailers hope that upgrading point-of-sale (POS) and display technology will keep digital buyers shopping in-store as well.

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Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: Retailers Will Adopt Digital Tools in Physical Stores to Drive Sales
  1. Trend: US Market Leaders Will Battle Regional Players and New Entrants in Europe’s SVOD Wars
  2. Trend: Out-of-Home (OOH) Advertising Will Surge, Buoyed by New Tech, Much of It Pioneered in Europe
  3. Trend: The Region Will Continue Struggling with Data Privacy Issues
  1. Read Next
  2. Sources
  3. Media Gallery


Karin von Abrams


Alina Brentnall
Senior Researcher
Bill Fisher
Principal Analyst, UK
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