March 30, 2022
Driven by Amazon’s global e-commerce business, the company’s Prime Video subscription streaming service ranked No. 1 among German SVOD consumers, according to new data from Kagan.
The research giant, citing an internal survey, found that 81% of German respondents used a SVOD service in 2021, which was up from 72% in 2020. Prime Video generated 52% market share, up from 45% in 2020, with Netflix following at 49%. Local platforms TV Now and Magenta TV each had 14% market share. Other players included Joyn+, Apple TV+, Zattoo and Eurosport.
The average German household subscribes to at least two SVOD services, while Prime Video and Netflix households subscribe to three services, and Disney+, Sky Ticket households subscribe to four platforms.
In addition to SVOD, 75% of survey respondents also watch free online ad-supported video, including 55% who consume YouTube videos. German TV broadcasters ZDF and ARD’s branded streaming services were viewed 42% and 40%, respectively. Another 37% of survey respondents said they stream videos on Facebook.
The increased time spent watching SVOD content has come at the expense of live TV viewing in Germany. Just 26% of respondents said they watched live TV in 2021, compared to 60% in 2017. SVOD has been the biggest benefactor, with live TV viewing households expanding their over-the-top video consumption to 37%, compared to 22% in 2017.
Finally, Kagan said respondents spending more than 50% of their daily TV/video viewing time, 36% watch VOD content, up from 19% in 2017.