Discover the latest German video streaming market trends and how they are impacting the video streaming industry in Germany! Our Video Streaming Report Germany 2023 is packed with valuable insights on consumer attitudes, video streaming market size, market forecast and segmentation for video streaming Germany, and the impact of inflation. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!
The German Video Streaming Industry: Current Market Landscape
Mintel’s video streaming industry analysis shows that over all, TV-channels are still more popular than streaming, but mid-to-older aged Germans are increasingly following younger viewers online, pointing to further video streaming market growth.
However, under intense competition with other digital entertainment options such as social media and gaming, streaming services’ reach among younger age groups and video streaming market share has been declining. Our video streaming Germany market forecast predicts that the shift to online streaming will be increasingly ubiquitous by 2028. With a growing number of providers, it is likely that smaller, unprofitable services get taken over by bigger players.
Video Streaming Report Germany: What Consumers Want and Why
In their video streaming industry analysis, Mintel’s experts show that amid rising costs of living, consumers are becoming more selective with their spending on entertainment, with many cancelling their streaming subscriptions, whereas others are spending more time watching shows/movies on streaming services. In the light of rising prices, the video streaming industry finds itself in competition with free options such as social media. Video streaming market share is especially declining among younger users.
According to our video streaming report, younger Germans in particular are driven by a fear of missing out by not having watched a show/movie everyone talks about, which sees social media and recommendations from friends/family being their leading sources to find something to watch.
- Video Streaming Industry Trends: 34% of Germans are now spending more time watching shows/movies on streaming services.
- Video Streaming Germany Consumer Behaviour: The video streaming industry’s reach on younger consumers is declining – 27% of consumers are cancelling their video streaming subscriptions.
- Video Streaming Market Challenges: Other online entertainment options are gaining video streaming market share, drawing in viewers with their free content – 93% of 16 to 24-year-old social media users follow or frequently view content from social media personalities.
Video Streaming Market Opportunities
Germans across age groups continue to spend more time consuming online media, keeping up video streaming industry growth, and offering particular opportunities for streaming services to grow their audience among mid-to-older aged consumers. However, video streaming market share among younger consumers is declining. Streaming services can capitalise on peer orientation by allowing users to follow others on their platforms. Seeing what films/shows their friends have watched or liked can make the content feel more relevant for younger consumers.
Mintel’s video streaming Germany market forecast shows that AI will be a game changer for the video streaming industry with regards to cutting costs by using it to generate and edit content. With a growing number of providers entering the video streaming market, screen time competition will further increase. Providers managing to position their content as culturally indispensable will have an edge over the competition.
To discover more about the German Video Streaming Market, read our Germany Social Media & the Metaverse Market Report 2022, or take a look at our extensive Entertainment Market Research.
Quickly Understand the Video Consumption Landscape in Germany
- Free and paid-for streaming services used by German consumers to watch content on-demand.
- Interest in ad-supported tiers of video streaming Germany.
- How consumers find inspiration for what to watch on video streaming market.
- Consumer behaviours regarding video streaming services.
Covered in this Report
Brands: Amazon Prime Video, Netflix, Disney+, Sky/WOW, RTL+ Prepium/Max, DAZN, YouTube Premium, Telekom, Apple TV+, Joyn PLUS, Maxdome, and more.
Expert Insights into Video Streaming Germany
This report, written by Jan Urbanek, Senior Analyst, delivers in-depth commentary and analysis to highlight current video streaming Germany trends, revenues in the video streaming segment, and adds expert context to the numbers.
The video consumption landscape in Germany is changing. Streaming services are facing declining reach among younger Germans. By leveraging social features, services can capitalise on younger consumers’ peer orientation and consolidate their content as social must-haves.
Jan Urbanek
Senior Analyst – Consumer Technology, Germany
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: online media consumption (in mins), by age, 2018-22
- Graph 2: distribution of marketed broadband with contractually booked landline broadband connections, in million, 2019-Q2/2021e
- Opportunities
- Graph 3: sources of inspiration for what to watch on video streaming services, 2022
- The competitive landscape
- Graph 4: paid-for video streaming services used to watch on-demand content in the last three months, 2021-22
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MARKET DRIVERS
- The German economy
- Graph 5: key economic data, in real terms, 2019-24
- Graph 6: respondents having used three or more paid-for streaming services used to watch VoD in the last three months, by age, 2021-22
- Digital media consumption
- Graph 7: online media consumption (in mins), by age, 2018-22
- Graph 8: social media platforms* used in the last three months, 2020-22
- Graph 9: social media platforms used in the last three months, by age, 2022
- Graph 10: consumers who watched video gaming content/esports daily in the last three months, by age, 2022
- Graph 11: consumers who have played video games daily in the last three months, by age, 2022
- Internet connectivity
- Graph 12: distribution of marketed broadband with contractually booked landline broadband connections, in million, 2019-Q2/2021e
- Artificial Intelligence
- Graph 13: number of AI publications and patent filings, in thousands, 2010-21
- Graph 14: Google searches for the topic “Künstliche Intelligenz” (Artificial Intelligence) and the term “ChatGPT”, 2022-23
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WHAT CONSUMERS WANT AND WHY
- Sources used to watch video content
- Graph 15: sources used to watch video content in the last three months, 2021-22
- Graph 16: sources used to watch video content in the last three months, by age, 2022
- Graph 17: having used Free-to-air TV channels in the last three months, by age, 2021-22
- Graph 18: having used paid-for streaming services to watch VoD in the last three months, by age, 2021-22
- Graph 19: sources used to watch video content in the last three months, by 16-24s, 2021-22
- Paid-for video streaming services used to watch on-demand content
- Graph 20: paid-for video streaming services used to watch on-demand content in the last three months, 2021-22
- Graph 21: paid-for video streaming services used to watch VoD, by age, 2022
- Graph 22: paid-for video streaming services used to watch on-demand content, by 16-24s, 2022
- Graph 23: repertoire of paid-for video streaming services used to watch VoD, 2022
- Free video streaming services used to watch on-demand content
- Graph 24: free video streaming services used to watch on-demand content in the last three months, 2023
- Graph 25: having used public broadcaster’s media libraries to watch VoD in the last three months, by age, 2021-22
- Paying for streaming services used
- Graph 26: having paid for the paid-for video streaming services to watch content on-demand in the last three months, 2022
- Interest in ad-supported subscriptions
- Graph 27: interest in switching to ad-supported tier for the paid-for streaming service used, 2022
- Graph 28: interest in subscribing to ad-supported streaming service, 2022
- Graph 29: interest in switching to ad-supported tier for the paid-for streaming service used, by cancelling subscription due to rising costs of living, 2022
- Graph 30: interest in subscribing to ad-supported streaming service, by cancelling subscription due to rising costs of living, 2022
- Sources of inspiration for what to watch on video streaming services
- Graph 31: sources of inspiration for what to watch on video streaming services, 2022
- Behaviours regarding streaming services
- Graph 32: behaviours regarding streaming services, 2022
- Graph 33: Google searches for the terms “Star Wars”, “Marvel”, “Squid Game”, 2021-23
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LAUNCH ACTIVITY AND INNOVATION
- Graph 34: Google searches for the terms “House of the Dragon”,”Ringe der Macht”, “7 vs. wild”, 2022-23
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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