One of the most ‘thirsty’ continents in the world for data consumption mobile Europe remains with the differences, however, between the pioneers and the skies becoming more and more intense. Tefficient’s new public analysis based on elements 116 provider From all over the world for 2024 and the first half of 2025, it reveals a picture of contrasts: an impressive increase in use and revenue in the Scandinavian and Baltic countries, stagnation or even a fall in large Western European markets, as well as full sovereignty of Gulf countries worldwide.
In 2024, 94% of providers saw an increase in mobile data per subscription, while 69% converted this rise into higher revenue per user (ARPU). The picture remained similar in the first half of 2025, with 93% of providers recording an increase in use and 68% translating this trend into revenue. However, average performance is still lower than 2022 levels, showing that the explosive development period is over.
Finland and the Baltic countries are still leading. On the other hand, large markets such as Germany, the United Kingdom, the Netherlands and Portugal record from the lowest levels of consumption in Epirus.
The difference is largely explained by rapid 5G growth in northern Europe: In Finland, 5G coverage reached 100% of the population in late 2024, while 86% of subscribers have unlimited packages. This explains why users of Finnish and Baltic networks consume data comfortably without limiting limits.
The battle of ARPU
The big challenge for European providers is to transform increased consumption into more revenue – the so -called “More for More” model. Finnish companies have managed to use unlimited speed rating packages, while also increasing ARPU. In Lithuania, Telia and Bite they achieved a double profit: both a rise in use and revenue per user.
However, data on revenue per Gigabyte shows huge deviations: in Germany, the Netherlands and the United Kingdom reaches up to € 2.8 per GB, while in Latvia, Lithuania, Poland and Finland falls below € 1. Vodafoneziggo and Orange Poland have managed to increase the price per GB, as opposed to the general European trend.
The world champions
If Europe is divided, the Middle East dominates without an opponent. Zain Kuwait drives worldwide with 74.8GB per SIM per month, thanks to universal 5G coverage and 2TB or even unlimited packages. Zain Saudi Arabia follows 67.4GB, while Oldoo Kuwait complements the podium with 58.7GB.
In Africa, the image is more sluggish. MTN Ghana and MTN Nigeria are in the middle of the world rankings, but many subsidiaries in sub -Saharan Africa remain in the last place, with average use of a few GB a month. Interestingly, in strong inflation markets, such as Turkey, providers have managed to increase revenue per GB more than inflation, showing “pricing power” despite consumers.