The viewer market for paid-for video-on-demand (VOD) services like Amazon Prime Video, Netflix, maxdome and Sky Ticket continues to grow in Germany.
Amazon Prime Video is the market leader with a viewer share of 30.4% followed by Netflix with 21.4% while Sky Go and Sky Ticket jointly reach 15.3% and maxdome 8.6%. These figures were compiled by German consultancy and research group Goldmedia for its analysis platform VOD-Ratings and refer to the share of people in Germany being able to access these video platforms.
For the VOD providers, though, the number of subscriptions sold is more important that than the number of actual viewers. The tendency is positive: In Q3 2017, the pay-VOD operators managed to increase their number of paying customers by a total of 10% due to strong content propositions and accompanying marketing campaigns.
The so-called originals emerge as a key market driver. On Netflix, four originals climbed into the top 10 of the most-watched titles in Q3 2017: Orange is the New Black (rank 2), House of Cards (4), 13 Reasons Why (5) and Narcos (10).
On Amazon Prime Video, three originals entered the top 10: Lucifer (rank 1), Preacher (6) and Kevin Can Wait (8).
The most successful producer on German pay-VOD is Warner Bros with a total audience market share of 5.1% followed by 20th Century Fox with 2.2%.
The VOD-Ratings are based on an online survey with up to 65,000 participants per year.
