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Ampere: Amazon Prime Video Widens Sub Lead Over Netflix in Germany

Thanks to its increased e-commerce presence, Amazon Prime Video reportedly expanded its German subscriber lead over rival Netflix in 2021. Research firm Ampere Analysis says Prime Video added 1.4 million subs to top 12.6 million, while Netflix added just 300,000 subs to reach 9.6 million.

Amazon is projected to reach 13.8 million paid German subs this year, while Netflix will reach 10 million. The country, along with Austria, represents Amazon’s lone subscriber leads over Netflix in Europe.

Netflix ended 2021 with more than 74 million paid subs in Europe, the Middle East and Africa (EMEA), up from 67 million at the end of 2020.

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Ampere contends Amazon is expanding its sub lead over Netflix due to ecommerce and acquiring rights to select Champions League soccer. Netflix, by comparison, continues to shun live sports streaming, focusing instead on movies and TV shows.

In a report, Ampere analyst Jaanika Juntson contends Prime Video offers more German-language content than Netflix.

The two services major German SVOD competitor, RTL+, ended 2021 with 2.4 million paid subs and upwards of 7 million monthly active users. The platform reportedly is partnering with media giant Gruner + Jahr this year.

By 2024, the German streaming video market will reach €6.5 billion ($7.3 billion) in revenue, representing an average annual growth rate of 13%, according to data from research group Goldmedia.

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