HostingBrain / briefs

Analyst briefs

Short, data-grounded reads on European hosting and domain-market structure — anonymized, aggregate-level, with the denominator and caveats stated. The named, provider-level detail behind each brief lives in the product.

How concentrated is European hosting? Depends which country — and which layer — you measure. Europe-wide, hosting is fragmented (HHI 276, ~36 effective competitors). Norway, Denmark, France and Sweden are another story — and ownership-folded concentration runs ahead of what infrastructure shows. Consolidation is national; averages hide it. July 2026 How sticky is hosting, really? We measured every layer. Churn numbers are folklore: surveys or noisy migration feeds. Measured on 35M+ business domains: the provider relationship changes at ~12%/yr in Europe — and the serving layer moves without it at 0.08%/yr. The relationship is the atom of switching. July 2026 Installed infrastructure reflects the past. New websites reveal momentum. Are hyperscalers capturing Europe's new websites? Eight weeks of new-domain arrivals say no — once you screen out the artifacts. The rawest "momentum" signal turned out to be one aftermarket operator moving ~10k domains in a single window. Screen first, conclude second. July 2026 Growth without monetisation is just volume A value-led and a price-led European hosting book, compared domain by domain: ~8× difference in monetisable SaaS presence — and the gap sits in the categories that compound (analytics, commerce, marketing), not the basics. The monetisable base is shaped at acquisition. July 2026 The hosting stack didn't disappear — it fragmented Hosting "churn" statistics are usually read as customers leaving. 35M+ confirmed-active business domains suggest something different: the customer stays, the wallet fragments — because front doors migrate quickly and trust migrates slowly. July 2026