The providers of paid-for and advertising-financed streaming services in Germany generated a total turnover of €3.6 billion in 2019.
By 2024, streaming revenues will rise to €6.5 billion, an average annual growth rate of 13%. These are the results of the industry report Streaming Market Germany 2020 compiled by German consulting and research group Goldmedia.
For 2020, Goldmedia forecasts total revenues in the German paid-for video-on-demand (VOD) market of around €2.9 billion, representing a growth of 18% compared to 2019. Subscription-financed streaming services (SVOD) will thus generate up to €355 million more than in 2019.
Online video purchases (EST, Electronic Sell Through) are expected to increase by around €61 million. On the other hand, the business with online rental videos (T-VOD) will develop comparatively less strongly and will only grow by around €26 million in 2020.
The advertising-financed VOD market is also growing strongly: Goldmedia expects a growth of 20% and total revenues of around €1.5 billion in 2020. That is €242 million more than in 2019 and already around a third of current TV advertising revenues.
Amazon and Netflix were the top players in the German paid-for VOD market in 2019, as in previous years: In terms of VOD subscriptions, the US providers achieved a market share of 35% (Amazon Prime Video) and 25% (Netflix) respectively.
In the market for online purchases and rental videos, Amazon even achieved a share of 66% with Prime Video, followed by Google Play with a market share of just 13%.
In the German AVOD market, the US offerings YouTube and Facebook combine two thirds of the advertising market: YouTube achieved a revenue market share of 41% in 2019 and Facebook 25%. The advertising sales subsidiaries Germany’s two major commercial TV broadcasters ProSiebenSat.1 and Mediengruppe RTL Deutschland achieved a combined 26% market share.
