Germany Digital Video 2019

Global Services Lead the Market as Broadcasters Adapt

Digital Video 2019

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Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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About This Report
This year, Germany will have more than 47 million digital video viewers and more than 29 million mobile video viewers. In Germany, more people will watch Amazon Prime Video than Netflix, with both services having double-digit growth rates in 2019.

Executive Summary

Germany's digital video market is growing. We forecast that 58.1% of the population will watch digital video in 2019. While Germany has slightly higher digital video viewer penetration than France, it is still behind the Western European average, and far behind the UK.

How many digital video viewers are there in Germany?

In Germany, there will be more than 47 million digital video viewers in 2019. This number will climb to close to 50 million by 2022, resulting in over 60% of the population watching digital video.

Which devices are video viewers in Germany using?

While TV is still one of the most popular devices, the number of mobile phone video viewers is increasing. Germany will have more than 29 million mobile phone video viewers in 2019, and that figure is expected to increase by 1.3 million in 2022. Other devices such as connected TV devices and smart TVs are also used increasingly.

How many subscription OTT video viewers does Germany have?

Close to 26 million people in Germany use subscription over-the-top (OTT) video services in 2019. This number is expected to increase to more than 30 million by 2022, resulting in more than one-third of the population using subscription OTT video services.

What’s driving video growth in Germany?

Digital video is driven by global services, such as YouTube, Netflix and Amazon Prime Video. But local broadcasters introducing OTT services are gaining importance in the market. While consumers for a large part still watch free-to-air TV, pay TV and other digital video services are increasingly used as well.

WHAT’S IN THIS REPORT? This report examines the digital video and TV market in Germany, based on our most recent digital video viewer forecasts. It looks at who’s watching, how and where they’re watching, the major players and what it all means for marketers.

KEY STAT: This year, 58.1% of the population in Germany will watch digital video, or 47.6 million viewers. By 2022, there will be 49.7 million digital video viewers, which is 60.7% of the population or 72.8% of internet users.

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Table of Contents

  1. Executive Summary
  2. Overview of Our Video Viewer Numbers for Germany
  3. What’s Driving Digital Video Trends in Germany?
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Thomas Bremond
General Manager International
Interviewed July 23, 2019
Brian Kline
Chief Product Officer
Interviewed August 22, 2019
Lisa Menaldo
The Advisory Collective
Interviewed August 21, 2019
Blair Robertson
Interviewed August 21, 2019
Bill Swanson
Vice President, EMEA
Interviewed July 21, 2019


Alina Brentnall and Bill Fisher


Ross Benes
Paul Verna
VP, Multimedia
Karin von Abrams
Principal Analyst
Angela Kim
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects

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