48% of Amazon Prime Video users and 37% of Netflix users in Germany use a subscription with ads, underscoring the opportunities for advertisers, in particular among younger audiences.
Free TV is the most popular video media format in Germany, meaning persistently weak financial confidence has left viewing habits largely unaffected. 16-34s, in particular, rely on paid streaming services, but they remained loyal to their essential subscriptions during a period of rising costs. Still, subscriptions they see as less essential continue to be at risk, emphasising the importance of offering flexible pricing options and ad-supported tiers.
The pronounced decision difficulties and engagement with second screening among younger audiences remain a key challenge in retaining viewer attention for online platforms, while growth among older age groups is limited by a preference for linear TV.
To compete for screen time, brands can cater to the appeal of interactive video entertainment among younger audiences, for example by implementing social features. Since younger Germans look to their peers when looking for something to watch, and frequently recommend video content, networking features can appeal to their sense of interactivity and address their decision difficulties.
The popularity of ad-supported streaming tiers provides new touchpoints for brands. Leverage ad personalisation to stand out in an increasingly crowded ad landscape.
Jan Urbanek, Principal Analyst
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