Germans embrace streaming video, survey shows

Fifty-four percent of Germans took out a subscription to a digital streaming service for at least once a month in 2020, according to a study conducted by German market research institute GfK and television guide magazine TV Spielfilm.

Eighty-two percent of Germans younger than 30 used streaming services at least once a month, according to the study, for which 2,000 Germans aged 14 years and older were surveyed.

“Streaming is on the rise,” said Marion Sperlich, who led the study. In 2018, only 41 percent of Germans were subscribers to streaming services.

“The race for the title of most popular streaming provider continues to be exciting,” TV Spielfilm noted. Currently, Netflix and Amazon attract equal numbers of customers in Germany, with a monthly user share of 39 percent and 38 percent, respectively.

The average length of the use of streaming services has changed “most significantly,” the study noted. Over the last three years, the average daily time increased from 20 minutes to 55 minutes.

Streaming is the only video service that can claim “continuous growth.” With 88 percent, traditional television continues to be the most popular way of watching films, but TV has lost two percentage points compared with the previous year.

On average, Germans watch television for around two hours a day, the study found. This figure has remained relatively stable since 2018.

As for coverage of the COVID-19 pandemic, the streaming services of German public broadcasters ARD and ZDF are the most popular as around 75 percent of Germans watch coronavirus-related programs there.