The streaming market in Germany is undergoing a significant transformation as more viewers turn to ad-supported subscription plans offered by major platforms like Netflix, Amazon and Disney.
According to the latest Consumer Evolution Detector study by GroupM, the proportion of German subscribers opting for low-cost, ad-supported streaming services has increased by 33% compared to Q4 2023, now accounting for 32% of all subscribers.
While premium, ad-free subscriptions remain popular, their dominance is waning. The study shows a nearly 13% year-over-year decline in ad-free subscription usage, which now stands at 54%. Moreover, willingness to subscribe to premium, ad-free services among non-users is low, with only 15% expressing interest.
In contrast, ad-supported services appear to have significant growth potential. Approximately 25% of respondents who currently do not use streaming platforms plan to adopt free ad-supported services, while 20% are considering low-cost, ad-supported subscriptions.
Amazon Prime Video’s ad-supported tier remains the market leader, with a 20% share, but Netflix’s basic ad-supported plan is closing the gap, growing its reach to 17%. Other platforms such as RTL+ (14%), Joyn free (11%), and Disney+ with ads (11%) are also competing for market share.
“Lower-priced streaming offers with advertising are in line with the times. With attractive tariffs, they have become a serious alternative to ad-free streaming subscriptions,” said Nicole Ferguson, Managing Director at GroupM. “For advertisers, this opens up new opportunities to reach potential customers through targeted advertising. The decision by major streaming services to embrace advertising was a critical step in achieving comprehensive audience engagement.”
The Consumer Evolution Detector is a quarterly study conducted by media investment company GroupM to identify and analyse shifts in consumer behaviour over time, enabling agencies to adjust advertising strategies for their clients. For the Q4 2024 study, 1,013 individuals aged 18 to 69 across Germany were surveyed online between 31 October and 11 November 2024.
