As highlighted by the growing reach of paid-for streaming, and the low rate (only 15%) of subscription cancellations in the 12 months to July 2025, consumers remain loyal to streaming, prioritising it amid economic pressure. Still, with 16% downgrading their tier, peaking at 26% among 25-34s, flexible pricing options offer valuable leverage in mitigating churn.
44% of 16-34s think the content on paid-for video streaming services has become less exciting in the last year. While this likely correlates with intense consumption and overwhelming choice, it is also linked to second screening. 16-34s who often engage in second-screening are twice as likely to think content on paid-for platforms has become less exciting (57% vs 28%). To enhance engagement and demonstrate subscription value, streaming services can appeal to younger users’ desire for comfort by promoting mindful single-screen viewing. Alternatively, they can elevate the experience by seamlessly integrating second-screen functionality into the viewing process.
While content itself is critical in justifying subscription value, feature innovations can add leverage, with younger audiences showing interest in scheduled programming, interactive content and co-viewing features. By combining these with light-touch social features in live broadcasting, brands can boost engagement by promoting the social value younger audiences attach to streaming.
This report looks at the following areas:
- Paid-for video streaming services used by German consumers, and the number of services they subscribe to
- Ad-supported video streaming services used
- Changes to subscriptions made, including reasons for cancelling/downgrading
- Feature innovations consumers are interested in, including shoppable streams and mood-based search options
- Attitudes and behaviours regarding videos streaming services, including openness to watch content partially generated by AI
Amid fierce competition for screen-time, reasserting value is key to mitigating churn. By harnessing AI, it’s possible to simplify discovery and address concerns about overwhelming choice.
Jan Urbanek, Principal Analyst
Market Definitions
This Report examines the German consumer market for watching content on paid-for video streaming services.
The Report is primarily based on Mintel’s exclusive primary research of consumer behaviours and observations of trends in the German market for streaming services.
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Outlook
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OPPORTUNITIES
- Capitalise on the homogeneity of social feeds
- Blend expertise in content creation with the appeal of influencers
- Graph 1: respondents spending more time watching video content on social media than on paid-for video streaming services, by age, 2025
- Get inspired by Joyn blending influencer appeal with unique, curated formats
- Leverage the emotional value of video entertainment
- Lean into the social value of streaming
- Foster a communal feeling – online and in-person
- Other categories are tapping into the value of social connections
- Make simplicity a USP
- Drive engagement by simplifying discovery
- Innovate mood-based content recommendations
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CONSUMER
- Use of paid-for streaming services
- The reach of paid-for video streaming continues to grow in Germany
- Over-65s drive growth of paid-for streaming
- Netflix and Amazon Prime Video dominate the market
- Netflix and Amazon Prime Video extend their dominance
- Graph 2: paid-for video streaming services used in the last three months, 2024-25
- Local player RTL strengthens its position amid international competition
- Netflix’s growth hinges on retaining youth while growing among older viewers
- Graph 3: paid-for video streaming services used in the last three months, by age, 2025
- Broad subscription portfolios challenge growth among 16-34s
- Graph 4: repertoire of paid-for video streaming services used, by age, 2025
- Local content can unlock third and fourth slot status for competing players
- Graph 5: video streaming services used, by repertoire of streaming services used, 2025
- Advertise comforting benefits to grow among lower-income consumers
- Graph 6: paid-for video streaming services used in the last three months, by net monthly household income, 2025
- Ad-supported video streaming subscriptions used
- Ads with paid-for services reach the majority of users
- Graph 7: paid-for video streaming services where respondents have seen ads in the last three months, 2025
- Services offer age-specific advertising opportunities
- Graph 8: paid-for video streaming services where respondents have seen ads in the last three months, 2025
- Changes made to subscriptions
- Low cancellation rates highlight the value of streaming for consumers
- Younger consumers are most likely to adjust their streaming portfolios
- Graph 9: changes made to video streaming subscriptions in the last 12 months, by age, 2025
- Reasons for cancelling/downgrading subscriptions
- Increase engagement to retain subscribers
- Graph 10: reasons for cancelling/downgrading video streaming subscriptions, 2025
- Give streaming-savvy audiences a reason to stay
- Graph 11: reasons for cancelling/downgrading video streaming subscriptions, by number of subscriptions used, 2025
- Interest in innovative features
- Content remains the priority
- Graph 12: streaming features respondents are interested in using, 2025
- Tackle decision fatigue among younger audiences
- AI-enabled mood detection marks the next frontier in content discovery
- Consider the competitive challenges with gamified content
- AI brings more potential to viewer-led storytelling
- Shoppability lies in seamless discovery
- Attitudes and behaviours
- Second-screening linked to perceptions of eroding content value
- Appeal of bundled subscriptions signals demand for simplified streaming experiences
- Tap into openness towards AI-generated content among younger Germans
- Address content-thirst among younger viewers
- Prime Video expands its German productions
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INNOVATION
- Streaming services are capitalising on AI
- Streaming services further consolidate for content
- RTL Group to acquire Sky Deutschland
- RTL expands sports content into MMA
- Netflix taps into live sports
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MARKET DRIVERS
- Media consumption
- Video consumption continues to shift online
- Graph 13: time spent on types of media per day*, 2021-24
- Paid-for streaming competes with a range of digital formats…
- Graph 14: media formats used daily, by age, 2025
- …and a range of social media platforms
- Graph 15: selected social media platforms used at least once a week, by age, 2025
- Prime Video blends influencer content with content promotion
- Gaming adds to screen-time competition
- Graph 16: playing video games daily on any device (NET), by age, 2025
- Consumer confidence
- Consumer confidence remains fragile
- Video streaming subscriptions remain a priority despite fragile consumer confidence
- Artificial Intelligence
- Google’s Veo3 showcases leaps in text-to-video AI
- Gen AI boosts productivity with video production
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
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