Digital Video and TV in Germany: TV Gives Ground in a Diverse and Growing Marketplace - eMarketer
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eMarketer Report

Digital Video and TV in Germany: TV Gives Ground in a Diverse and Growing Marketplace

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Executive Summary

Digital video viewing had a fairly slow start in Germany, but it is picking up speed. Moreover, many viewers now watch streamed or downloaded TV shows, YouTube clips and films accessed via subscription services such as Netflix on mobile devices as well as TVs and PCs.

  • An estimated 41.1 million people in Germany—just over half the population—will watch digital video content via any device at least monthly in 2017.
  • Live TV still dominates viewing habits, in terms of penetration and time spent with the medium. Some 94.2% of Germany’s adult population will be TV viewers in 2017, eMarketer predicts.
  • Digital video viewing is on the rise, though. Historically, teens and younger adults have been far more engaged with digital video than older consumers, but this imbalance is lessening as the market matures, and older audiences are expanding more rapidly.
  • Mobile devices such as smartphones are increasingly central to video viewing in Germany. Desktops still claim a large portion of digital viewing, however.

"More than 41 million people in Germany will stream or download video or TV content at least once per month this year. Consumption of digital video is rising quickly, especially on smartphones."

The Digital Video Audience

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Viewing Devices

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Free vs. Paid Video Content

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Looking Ahead

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22 charts are included in the full report:

Digital Video and TV in Germany: TV Gives Ground in a Diverse and Growing Marketplace

Digital Video Viewers and Penetration in Germany, 2016-2021 (millions, % of internet users and % of population)

The Digital Video Audience

Digital Video Viewers in Western Europe, by Country, 2016-2020 (millions and % change)

Frequency and Time Spent

Frequency with Which Digital Video Viewers in Germany View Digital Video, 2015 & 2016 (% of respondents)

Average Daily Time Spent with Select Video Media Among Consumers in Germany, by Age, 2016 (minutes and % of total in each group)

Daily Time Spent Watching Videos on Social Media According to Social Video Viewers in Select Countries, Oct 2016 (minutes)

Audience Demographics

Weekly Digital Activities of Internet Users in Germany, by Demographic, May 2016 (% of respondents in each group)

Methods Used by Internet Users in Germany to Watch Digital Video Content, by Age, May 2016 (% of respondents in each group)

Weekly Time Spent Watching YouTube Among Children/Teens* in Germany, Sep 2016 (% of respondents)

Comparing Digital Video with Traditional TV

Share of Time Spent per Day with Major Media by Adults in France, Germany and the UK, 2016 (% of total)

Extent to Which Their Traditional TV Viewing Habits Have Changed due to Video-on-Demand (VOD) Offerings According to Digital Video Viewers in Germany, May 2016 (% of respondents)

Change in Time Spent Viewing Traditional TV due to Video-on-Demand (VOD) Usage According to VOD* Users in Germany, by Age, April 2016 (% of respondents in each group)

Viewing Devices

Devices Used to View Digital Video Among Digital Video Viewers in Germany, by Frequency, May 2016 (% of respondents)

Frequency with Which Digital Video Viewers in Germany View Digital Video, by Device, May 2016 (% of respondents)

Digital Video View Share in Select Countries in Western Europe, by Device, Q3 2016 (% of total on Ooyala's network)

Digital Video Content Viewed by Internet Users in Germany, by Device, June 2016 (% of respondents)

Free vs. Paid Video Content

Types of Digital Video Viewed by Digital Video Viewers in Germany, May 2016 (% of respondents)

Types of Digital Video Content Viewed by Digital Video Viewers in Germany, June 2016 (% of respondents)

TV/Film and Video Content Viewed by Internet Users in Select Countries in Western Europe, by Method, Oct 2016 (% of respondents)

Consumers in Germany Whose Household Has a Subscription Video-on-Demand (SVOD) Service, by Age, Q4 2016 (% of respondents in each group)

Change in Time Spent Viewing Traditional TV due to Video-on-Demand (VOD) Usage According to VOD* Users in Germany, by Platform, April 2016 (% of respondents)

Looking Ahead

Video-on-Demand (VOD) Revenues in Germany, by Type, 2010-2017 (millions of €)

Paid Netflix Subscribers in Select Countries in Western Europe, 2012-2020 (thousands)