The number of pay-TV subscribers in Western Europe will continue to grow over the next five years thanks to the impact of digital channels, according to new research.

Digital TV Research said the region’s customer base would increase by seven million subscribers between 2016 and 2022 to reach 106 million.

Growth will be powered by countries with low pay-TV penetration rates currently, including Italy, Spain and France, which will add 14.7 million, 1.4 million and 1.4 million subscribers respectively.

However, the balance between different types of pay-TV service is set to change significantly.

The number of digital pay-TV subscribers will increase by 14 million to 104 million over the period, while analogue cable subscriptions will fall from eight million to 0.5 million.

The projections come as European operators continue to update their TV and video strategies.

Orange has announced plans to offer an eSport portal within its TV offering and suggested it would work with HBO to produce content.

In the UK, BT has stumped up another €1.2 billion to secure exclusive rights for European football until the end of the 2020/21 season.

Portugal Telecom and SFR owner Altice has launched a new cooking channel, and is producing a 10-part drama series with the production and distribution arm of Sky.

In Spain, Telefónica has unveiled plans to spend €70 million this year on creating original TV programmes.

Read more: Netflix to spend over $1bn on marketing as international business turns a profit

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