Entertainment industry slowdown highlighted as YouTube remains dominant
In the rapidly evolving world of streaming, Germany is witnessing a significant change in its market dynamics, with older demographics driving growth and shaping the strategies of streaming providers.
According to the "Screens in Motion 2025" study by TV Spielfilm magazine, the streaming market in Germany may be approaching saturation for the first time. However, this saturation seems to be more pronounced among younger users, who are already well-integrated into digital entertainment ecosystems. In contrast, the growth in streaming services among those aged 30 and above is being driven by the expanding adult user base and their increasing engagement with digital media.
This trend reflects a generational dynamic where older adults are adopting streaming in growing numbers. Key factors contributing to this growth pattern include the demographics of digital consumption and gaming in Germany, consumer behavior and market adaptation, and content and platform strategies.
Adults form the majority of digital entertainment consumers, with an average age close to 40 years, and a growing segment over 60 increasing their participation in digital services, including gaming and streaming. This suggests rising comfort and reliance on streaming content by older users. Germany’s streaming users show price sensitivity, switching among services for better value. Older users may seek accessible, varied content pertinent to their interests, thereby fueling growth in subscription among 30+ age groups.
Platforms like DAZN have pursued rights to popular sports (e.g., Bundesliga), attracting audiences during seasonal spikes that align with adult interests. Partnerships aimed at younger users via social media exist but growth remains stronger in older demographics who consume more traditional streaming content.
The study, however, does not provide information on the growth rate of streaming subscribers or the total number of streaming subscribers in the over 50 age group. It also does not provide information on the growth rate of streaming subscribers in the younger age group (14-29 years).
Netflix and Prime Video remain the market leaders in Germany's streaming market, with the majority of streaming subscribers in Germany being from the age group 30-49, with 68% compared to 66% for the younger age group (14-29 years). YouTube is in third place in terms of user share in Germany's streaming market, and its popularity may be attributed to the price-performance ratio, according to Marion Sperlich, Head of Research Market Insights at Burda Verlag.
In terms of viewing time, streaming viewing time among the 30-49 age group has increased by 32 minutes, reaching 1 hour 16 minutes. In contrast, streaming viewing time among younger subscribers (14-29 years) has decreased slightly from 2 minutes in 2019 to 1 hour 16 minutes. Those over 50 currently watch 42 minutes of streaming content per day, an increase of 25 minutes.
Subscription hopping, or the act of canceling and re-subscribing to different streaming services, is an increasing trend among streaming subscribers, according to Marion Sperlich. With 17% of Germans canceling subscriptions in 2025 due to price, but many switching to cheaper alternatives, the market shows signs of saturation pressures leading to more competitive pricing and bundling strategies to retain customers.
The media libraries of public broadcasters have benefited from the streaming boom, with increased usage due to the decreasing linear TV usage. This suggests a shift in viewing habits, with users turning to streaming platforms for their content needs, even if that content is available on linear TV.
In conclusion, while the streaming market in Germany may be approaching saturation, the growth is currently maintained by increasing adoption in older age groups. This shift in demographics presents both challenges and opportunities for streaming providers, who must strategize their content and pricing models to sustain momentum in this maturing market.
The shift towards streaming services in Germany is driven in part by the increasing adoption of digital media among the over-30 age group, as shown by the rising number of older users engaging with streaming content. This trend is reflected in the growing user base of platforms like DAZN, which have secured rights to popular sports content to appeal to this demographic.
In contrast to the saturation observed among younger users in the streaming market, the growth in streaming services among older adults is fueled by the expanding adult user base and their increasing engagement with digital media, such as streaming content and gaming. This may be contributing to the trend of "subscription hopping," or the act of canceling and re-subscribing to different streaming services.
