Streaming services experiencing a plateau, with YouTube leading the pack.
In the ever-evolving world of streaming, Germany is experiencing a significant surge. According to the "Screens in Motion 2025" study by TV Spielfilm magazine from the Burda publishing house, the German streaming market is showing signs of saturation overall. However, the study also indicates a robust growth in paying subscribers and streaming revenue.
Prime Video and Netflix are currently seen as being best at keeping their users satisfied with their content, according to the study. The older age group (50+) is currently watching 42 minutes of streaming content per day, an increase of 25 minutes, while the middle-aged group (30-49 years) has seen an increase of 32 minutes, to 1 hour 16 minutes, since 2019. The age group of 30 to 49 years old leads in streaming subscription usage, with 68%, compared to 66% for the younger age group (14-29 years).
YouTube, although in third place among streaming platforms in terms of user shares, is attributed to its success by Marion Sperlich, Head of Research Market Media Insights at the Burda publishing house, due to its price-performance ratio.
Strategic partnerships, such as the one between Deutsche Telekom and RTL Deutschland, which integrates RTL+ Premium into Deutsche Telekom’s MagentaTV offerings at no extra cost, are boosting subscriber accessibility and contributing to the growth of the streaming market in Germany. Platform technology upgrades, like RTL+ migrating to the Bedrock platform, are aimed at improving user experience and reducing operational costs, thus supporting profitability and growth.
Social and cultural factors also play a role in viewer preferences and content discovery. Viewers often choose content based on social buzz, word-of-mouth, and trends amplified by social media, which can drive subscription decisions. Device trends, such as stable TV sales with increasing demand for larger screens, may encourage enhanced streaming experiences, impacting viewing habits.
Despite the growth, the older audience (50+) is seen as having greater potential for new streaming customers. However, regarding different age groups, while specific data on German streaming by age from these results is limited, a related insight from a UK study suggests that younger viewers (ages 18-24) are often the least represented among streaming audiences, with older adults (45-54) having a higher share of the streaming population. Though direct German data is missing, this may indicate that similar patterns could exist where younger viewers either stream differently or use different platforms, affecting subscription patterns.
In conclusion, Germany’s streaming market shows robust subscriber growth influenced by bundling strategies and technological improvements. Although younger viewers often represent a smaller portion of streaming audiences elsewhere, social factors and platform strategies are key in shaping subscription trends across age groups. More granular age-specific data for Germany would clarify the unique behaviors of younger viewers in this evolving market.
[1] TV Spielfilm Magazine, "Screens in Motion 2025" study. [2] Ofcom, "Communications Market Report 2020". [3] Burda Publishing House, Market Research Insights. [4] PwC, "Global Entertainment & Media Outlook 2020-2024". [5] GfK, "Consumer Electronics Sales Report 2020".
Read also:
- Rapid Expansion in Organic Rice Protein Market Projected at 15.6% Through 2034
- Tesla Model Y owner, after traveling 300,000 miles, discloses the impact on the vehicle's battery life
- Rapid growth witnessed by Dinesh Pandey's business empire over the past two years, with a notable 60% expansion in the retail sector.
- Audi introduces new QA6 Sportback e-tron electric vehicle models.
