Sports OTT Landscape in Germany

How Digital and Mobile Streaming Is Disrupting TV in 2019

Report by Karin von Abrams and Paul Verna  | Jan 24, 2019

Sports OTT Landscape 2019

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How Viewing Sports Is Shifting to Streaming, Social and OTT Services

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Table of Contents
Executive Summary
Market Background
Key Streaming Rights Deals
Esports
Consumers and Sports Streaming
Opportunities for Marketers
Read Next
Sources
Media Gallery
About This Report
In Germany, telecoms and digital video giants such as Deutsche Telekom, Sky, Eurosport, Amazon and DAZN are fiercely competing for sports rights with public TV broadcasters ARD and ZDF.
Topics
Sports
Video-on-Demand (VOD)
Germany
Table of Contents
Executive Summary
Market Background
Key Streaming Rights Deals
Esports
Consumers and Sports Streaming
Opportunities for Marketers
Read Next
Sources
Media Gallery

Executive Summary

Public TV broadcasters ARD and ZDF have begun to offer digital distribution of live sports, but those traditional players now face competition from telecom firms and digital video giants, including Deutsche Telekom, Sky, Eurosport, Amazon and DAZN.

Do Internet Users in Germany Use Streaming Services to Watch Sports? (% of respondents, July 2018)
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  • How are sports fans watching live sports in Germany? A PwC August 2018 survey found that free, live TV was the leading resource for sports in Germany; 66% of respondents said they often went to ARD, ZDF or RTL for sports coverage, and a further 21% sometimes used live TV to follow sports. Internet sources, including streams, were used often by 16%, and sometimes by 18%. Smaller shares used apps or pay TV.
  • How many German internet users are watching sports via digital channels? A July 2018 PwC report noted that 39% of German internet users employed streaming services to watch sports, with 21% using free over-the-top (OTT) services and the remaining 18% using a combination of free and paid services.
  • What sports are available to watch via streaming in Germany? Soccer is a big draw for fans opting for streaming packages—and it's where the major players, including Sky, Eurosport and Deutsche Telekom, are all trying to offer the most attractive packages.
  • How many German consumers are interested in esports? When PwC polled a group of adults 18 and older in Germany in July 2018, 27% said they were interested in watching esports—though males were more interested than females, at 31% and 23%, respectively. But only 8% of the total said they would view esports if they had to pay.

KEY STAT: A total of 39% of German internet users watched sports via streaming services in July 2018, with 21% availing themselves of free options and the rest willing to pay.

WHAT’S IN THIS REPORT? This report surveys the sports streaming industries in Germany. We catalog streaming services in each region, analyze market trends and data, and provide takeaways for marketers.

This is part of a collection of 11 reports. To access each report, read the global overview "Sports OTT Landscape 2019."

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Table of Contents

  1. Executive Summary
  2. Market Background
  3. Key Streaming Rights Deals
  1. Esports
  2. Consumers and Sports Streaming
  3. Opportunities for Marketers
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Do Internet Users in Germany Use Streaming Services to Watch Sports? (% of respondents, July 2018)Internet Users in Select Countries in Europe Who Have an Amazon Prime Account, July 2018 (% of respondents)
How Do Internet Users in Germany Follow Sports? (% of respondents, July 2018)Digital Video Viewers in Select Countries Who Are More Likely to Stream Live Sports if They Weren't Delayed from Broadcast, Aug 2018 (% of respondents)
Ways in Which Internet Users in Select Countries Will Watch/Listen to the World Cup 2018, May 2018 (% of respondents in each group)Devices that Internet Users in Germany Plan to Use to Watch the World Cup, May 2018 (% of respondents)
Devices that Internet Users in Select Countries Plan to Use to Watch/Listen to the 2018 World Cup (% of respondents)Attitudes Toward World Cup Ads According to Internet Users in Select Countries, May 2018 (% of respondents)

authors

Karin von Abrams and Paul Verna

Contributors

Alina Brentnall
Researcher, Europe
Paul Briggs
Senior Analyst
Matteo Ceurvels
Research Analyst
Rahul Chadha
Senior Analyst
Man-Chung Cheung
Research Analyst
Jasmine Enberg
Senior Analyst
Bill Fisher
Senior Analyst
Jeane Han
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
Lucy Koch
Junior Analyst
Sharon Tan
Researcher