OTT Video - Germany | Statista Market Forecast

In Germany, revenue in the OTT Video market market is projected to reach US$7.18bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.14%, resulting in a projected market volume of US$9.67bn by 2029.
The largest market in this market is Video Streaming (SVoD), with a market volume of US$4.30bn in 2024.
In global comparison, most revenue in the OTT Video market market will be generated the United States, amounting to US$133.70bn in 2024.
In Germany, the number of users in the OTT Video market market is expected to amount to 71.9m users by 2029.
User penetration in Germany will be 82.5% in 2024 and is expected to hit 86.8% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Germany is projected to amount to US$104.50 in 2024.
The usage share of Disney+ amounts to an estimated 14.0% of the Videostreaming (SVoD) market in the selected region in 2023.
Germany's OTT video market is increasingly characterized by a growing preference for localized content, reflecting the nation's cultural diversity and demand for tailored viewing experiences.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Germany has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in Germany have shifted towards consuming video content online, with an increasing number of viewers opting for Over-The-Top (OTT) platforms over traditional television. This can be attributed to several factors, including the convenience of on-demand viewing, the availability of a wide range of content, and the ability to access videos across multiple devices. Additionally, the younger demographic in Germany, who are more tech-savvy and digitally connected, are driving the demand for OTT video services. One of the key trends in the OTT Video market in Germany is the rise of subscription-based platforms. Streaming services like Netflix and Amazon Prime Video have gained popularity among German viewers, offering a vast library of movies, TV shows, and original content for a monthly subscription fee. This trend is driven by the desire for unlimited access to content without the need for purchasing or renting individual titles. Furthermore, the increasing availability of high-speed internet connections has facilitated the growth of OTT video streaming in Germany, enabling viewers to stream high-quality content without buffering or interruptions. Another trend in the market is the emergence of local players in the OTT video space. German broadcasters and media companies have recognized the potential of the OTT market and have launched their own streaming platforms to cater to the local audience. These platforms offer a mix of local and international content, providing viewers with a diverse range of options. This trend is driven by the demand for localized content, including German-language movies, TV shows, and documentaries. Local special circumstances also play a role in the development of the OTT Video market in Germany. The country has a strong broadcasting industry with a rich history of producing high-quality content. This has resulted in a loyal audience base that is willing to pay for premium content. Additionally, Germany has a strong copyright protection framework, which ensures that content creators are adequately compensated for their work. This provides a favorable environment for OTT platforms to license and distribute content legally. Underlying macroeconomic factors, such as the increasing disposable income and the growing penetration of smartphones and connected devices, have also contributed to the growth of the OTT Video market in Germany. As more consumers have access to affordable internet-enabled devices, the demand for OTT video services is expected to continue to rise. In conclusion, the OTT Video market in Germany is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards online video consumption, the rise of subscription-based platforms, the emergence of local players, and the strong broadcasting industry are all contributing to the development of the market. With the increasing availability of high-speed internet connections and the growing penetration of smartphones, the OTT Video market in Germany is expected to continue to expand in the coming years.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.