Germany has officially joined the ranks of streaming-first television markets, with streaming services now surpassing linear TV in viewer penetration for the first time. According to Bitkom’s Future of Consumer Technology 2025 report, 87% of German adults aged 16 and over now use streaming platforms, compared to 86% who watch traditional broadcast or cable television. This shift is largely attributed to the rapid decline in linear TV viewership, which dropped by six percentage points in the past year alone—from 92% in 2024—while streaming adoption rose by just one point during the same period.
The study reveals a major behavioral and technological transformation in how Germans consume video. Smartphones have emerged as the dominant viewing device for streaming, with 84% of users reporting they watch content on mobile devices, outpacing smart TVs at 78%. Among 16–29-year-olds, smartphone viewing climbs even higher to 91%. Bitkom attributes this trend to broader smartphone ownership—88% of Germans use a smartphone compared to just 77% who own a smart TV. Additionally, German consumers have an average of 42 apps installed on their smartphones, versus just one or two on their connected TVs. Even among viewers over 75, smartphones remain one of the most-used devices for media consumption.
While subscription-based streaming continues to anchor the digital media ecosystem, financial pressures are driving more viewers toward free content. The share of streaming viewers who exclusively use free platforms rose from 33% in 2024 to 37% in 2025. Average monthly SVOD fees have increased by €2.10 year-over-year to €17.50, prompting budget-conscious users to explore alternatives like free ad-supported streaming TV (FAST) channels. Germany now ranks as the third-largest FAST market globally by channel count, behind only the U.S. and the U.K.
Free video-sharing platforms such as YouTube and Vimeo are also shaping viewing behavior, now used by 79% of the general population and 93% of those aged 16 to 29. At the same time, 52% of Germans report watching videos on social media platforms like Facebook, Instagram, and TikTok, up from 46% the previous year. These shifts point to a fragmented yet expanding video ecosystem where users mix short-form, long-form, live, and on-demand content across multiple platforms and devices.
Bitkom’s report also explores the implications of AI on video content consumption and production. While 67% of respondents voiced concerns that AI-generated video poses a threat to journalistic quality, 56% see potential for AI to improve accessibility, such as creating subtitles or alternative formats for viewers with disabilities. Notably, 29% of Germans said they would be comfortable with an AI-generated film winning a major award like an Oscar.
The association concluded that “the trend toward personalised video viewing will continue to intensify,” driven by innovations such as AI-enhanced recommendations, accessibility tools, and even content generation. It also noted that while linear formats are declining overall, their rebirth through digital environments—such as curated FAST channels—suggests a hybrid future, where scheduled and on-demand content coexist within increasingly intelligent, user-centric platforms.
Germany’s media industry now stands at an inflection point, as broadcasters, content creators, and distributors must navigate a new normal where mobile-first, AI-driven, and cost-sensitive consumption dictates strategic priorities. The acceleration of streaming over traditional TV is no longer a forecast—it’s the present reality.