23 MAR 2020

GERMAN STREAMING MARKET TO GROW TO €6.5 BILLION IN 2024

The providers of paid-for and advertising-financed streaming services in Germany generated a total turnover of €3.6 billion in 2019, according to German consulting and research group Goldmedia.

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The providers of paid-for and advertising-financed streaming services in Germany generated a total turnover of €3.6 billion in 2019. By 2024, streaming revenues will rise to €6.5 billion, an average annual growth rate of 13%, according to German consulting and research group Goldmedia.

In its industry report, titled “Streaming Market Germany 2020”, Goldmedia forecasts total revenues in the German paid-for video-on-demand (VOD) market of around €2.9 billion in 2020, representing a growth of 18% compared to last year. Subscription-financed streaming services (SVOD) will thus generate up to €355 million more than in 2019.

The advertising-financed VOD market is also growing strongly: Goldmedia expects a growth of 20% and total revenues of around €1.5 billion in 2020. That is €242 million more than in 2019 and already around a third of current TV advertising revenues.

As in previous years Amazon and Netflix, were the top players in the German paid-for VOD market in 2019. In terms of VOD subscriptions, the US providers achieved a market share of 35% and 25%, respectively.

Regarding the local AVOD market, the US offerings YouTube and Facebook combine two thirds of the advertising market: YouTube achieved a revenue market share of 41% in 2019 and Facebook 25%. The advertising sales subsidiaries of Germany’s two major commercial TV broadcasters, ProSiebenSat.1 and Mediengruppe RTL Deutschland, achieved a combined 26% market share.

● TELEVISION CONSUMPTION IN GERMANY BY AGE GROUP

According to Statista, German television viewers spent an average of three and a half hours a day watching TV, which still places television as one of the most used mediums among the population. However, the time people spent watching TV was strongly related to the age group: people within the age span from 14 to 29 for example, spent only 65 minutes a day watching TV.