Netflix and Amazon Prime dominate the German SVOD market in terms of subscriber numbers and recorded strong growth in the third quarter of 2018.
From the end of Q2 2018, Netflix gained around 400,000 new subscribers and Amazon Prime nearly 700,000, reports SVOD provider Cirkus with reference to figures compiled by UK market research company Ampere Analysis.
In a 12-month comparison, Netflix and Amazon are unchallenged leaders: Compared to Q3 2017, Netflix increased its subscriber base by 46% to 5.1 million (Q3 2017: 3.5 million) while Amazon increased its subscriber base by 24% to 9.9 million (Q3 2017: 8.0 million).
According to Mark Bradford, co-founder & director of Cirkus, Germany’s strong growth will enable it to displace the UK as the number one SVOD market in Europe by the end of 2018, making Germany one of the fastest growing markets in Europe.
“Amazon and Netflix are clearly driving the SVOD market in Germany and have now reached significant scale. Their success in firmly establishing SVOD in German households now presents opportunities for more niche, genre-based SVOD services such as Cirkus,” expects Bradford. “As the ‘late majority’, notably the 50 plus age demographic, now enters the German SVOD market, we believe Cirkus is well placed to appeal to this audience and to carve out a share of this fast-growing market.”
According to the Ampere Analysis study, 35% of Amazon Prime’s subscribers and 25% of Netflix subscribers are aged 45+.
The figures are based on a survey which Ampere Analysis conducts every six months among 2,000 German households as part of its worldwide survey of 33,000 households in 16 countries.
