Germany Digital Video 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.