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OTT Video - Germany

Germany

In Germany, revenue in the OTT Video market market is projected to reach €6.66bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.37%, resulting in a projected market volume of €9.07bn by 2029.
The largest market in this market is Video Streaming (SVoD), with a market volume of €3.99bn in 2024.
In global comparison, most revenue in the OTT Video market market will be generated the United States, amounting to €124,000.00m in 2024.
In Germany, the number of users in the OTT Video market market is expected to amount to 71.9m users by 2029.
User penetration in Germany will be 82.5% in 2024 and is expected to hit 86.8% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Germany is projected to amount to €96.95 in 2024.
The usage share of Disney+ amounts to an estimated 14.0% of the Videostreaming (SVoD) market in the selected region in 2023.
Germany's OTT video market is increasingly characterized by a growing preference for localized content, reflecting the nation's cultural diversity and demand for tailored viewing experiences.

Key regions: United Kingdom, Germany, Asia, South Korea, Japan

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Analyst Opinion

The OTT Video market in Germany has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in Germany have shifted towards consuming video content online, with an increasing number of viewers opting for Over-The-Top (OTT) platforms over traditional television. This can be attributed to several factors, including the convenience of on-demand viewing, the availability of a wide range of content, and the ability to access videos across multiple devices. Additionally, the younger demographic in Germany, who are more tech-savvy and digitally connected, are driving the demand for OTT video services. One of the key trends in the OTT Video market in Germany is the rise of subscription-based platforms. Streaming services like Netflix and Amazon Prime Video have gained popularity among German viewers, offering a vast library of movies, TV shows, and original content for a monthly subscription fee. This trend is driven by the desire for unlimited access to content without the need for purchasing or renting individual titles. Furthermore, the increasing availability of high-speed internet connections has facilitated the growth of OTT video streaming in Germany, enabling viewers to stream high-quality content without buffering or interruptions. Another trend in the market is the emergence of local players in the OTT video space. German broadcasters and media companies have recognized the potential of the OTT market and have launched their own streaming platforms to cater to the local audience. These platforms offer a mix of local and international content, providing viewers with a diverse range of options. This trend is driven by the demand for localized content, including German-language movies, TV shows, and documentaries. Local special circumstances also play a role in the development of the OTT Video market in Germany. The country has a strong broadcasting industry with a rich history of producing high-quality content. This has resulted in a loyal audience base that is willing to pay for premium content. Additionally, Germany has a strong copyright protection framework, which ensures that content creators are adequately compensated for their work. This provides a favorable environment for OTT platforms to license and distribute content legally. Underlying macroeconomic factors, such as the increasing disposable income and the growing penetration of smartphones and connected devices, have also contributed to the growth of the OTT Video market in Germany. As more consumers have access to affordable internet-enabled devices, the demand for OTT video services is expected to continue to rise. In conclusion, the OTT Video market in Germany is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards online video consumption, the rise of subscription-based platforms, the emergence of local players, and the strong broadcasting industry are all contributing to the development of the market. With the increasing availability of high-speed internet connections and the growing penetration of smartphones, the OTT Video market in Germany is expected to continue to expand in the coming years.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.