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Amazon and Netflix lead German pay-VOD market

November 30, 2017 13.24 Europe/London By Jörn Krieger

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.

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Filed Under: Editor's Choice, Newsline, On Demand/VOD, OTT, Platforms, Research, Streaming, Top Story Tagged With: Amazon Prime Video, Goldmedia, Maxdome, Netflix, ratings, Sky Go, Sky Ticket, subscriptions, VOD-Ratings Edited: 4 December 2017 11:42

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About Jörn Krieger

Jörn reports on the latest developments in Germany, Austria and Switzerland. Since 1992, he has been working as a freelance journalist, specialised in digital media, broadcast technology, convergence and new markets. He also takes up University lectureships, writes articles in specialist publications, and produces radio reports. Jörn is also a moderator of panel discussions at industry events such as ANGA COM, Medientage München and IFA Berlin.

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