Paid-for video-on-demand (VOD) services have reached the mass market in Germany: At the end of 2017, 18% of all households were subscribing to at least one Pay-VOD service.
Turnover increases with the number of customers: Total gross revenues in the German Pay-VOD market will climb from €1.1 billion at the end of 2017 to €2.5 billion in 2023, more than doubling within five years.
These figures have been published in the new report Pay-VOD in Germany – 2018-2023 Forecast by consulting and research group Goldmedia.
More than 30 providers are currently active in the German Pay-VOD market. Market leaders are Amazon Prime Video and Netflix. Other major players include Sky Deutschland, ProSiebenSat.1 subsidiary maxdome, Apple iTunes and Google Play Store.
Specialised sports streaming services such as DAZN and Eurosport Player are also being increasingly used, according to the report.
But the market is far from being fully developed. Goldmedia expects the competitive conditions in this rapidly growing market to change soon. International players such as Disney and Viacom are in the starting blocks with new VOD platforms.
With a share of 74%, subscription-based VOD services (S-VOD) accounted for the major part of revenues in the German Pay-VOD market in 2017. This segment will reach a share of 80% by 2023, predicts Goldmedia. Purchase of VOD titles (Electronic Sell-Through) reached a 14% revenue share of the total market while rented VOD titles (Transactional-VOD) accounted for 12%.
The growth continues: Goldmedia expects that 50% of German households with a broadband internet connection will have a VOD subscription in 2019.