Germany’s Streaming Landscape Turns a Corner: Older Viewers Fuel Growth as Younger Audience Cools
Berlin, Germany – The German streaming market is undergoing a significant transformation, according to new data released today. For the first time, viewers aged 30-49 are surpassing the 14-29 demographic in streaming subscriptions, signaling a potential saturation point and a shift in consumer behavior. This breaking news, reported by “TV feature film” from Burda Verlag, has major implications for streaming giants like Netflix and Amazon Prime Video, and even traditional broadcasters.
The Rise of the Mature Streamer
The numbers tell a clear story: 68% of Germans aged 30-49 now have a streaming subscription, edging out the 66% of those aged 14-29. This isn’t just a marginal difference; it reflects a broader trend of streaming becoming a mainstream entertainment choice for a wider age range. The older demographic’s larger population share contributes to this, but the data also reveals a substantial increase in viewing time. Middle-aged viewers have boosted their daily streaming duration by 32 minutes since 2019, now averaging a solid hour and 16 minutes – matching the time spent by younger viewers.
“We’re seeing a ‘certain satiety’ in the German streaming market,” explains Marion Sperlich, Head of Research Market Media Insights at Burda-Verlag and responsible for “Screens in Motion.” This suggests that the initial explosive growth phase is slowing, and providers are now competing for a more discerning audience.
Subscription Hopping and the Price-Performance Equation
Interestingly, while overall streaming numbers remain high (averaging 1 hour and 16 minutes daily across all age groups), there’s a slight dip in viewing time among younger audiences. This, coupled with the rise of subscription “hopping” – canceling one service to try another – is forcing providers to rethink their strategies. Consumers are becoming increasingly sensitive to value.
“If the price and use are no longer in relation, which means that only a few interested formats are available, a subscription is canceled and a new one is completed by another provider,” Sperlich notes. This explains why Netflix and Prime Video, while still dominant, are facing increasing competition from platforms offering a better price-performance ratio, like YouTube. YouTube’s surprisingly strong showing – landing in third place in user share – underscores this point.
The Resurgence of Public Broadcasters’ Media Libraries
But the story doesn’t end with subscription services. Traditional public broadcasters are also benefiting from the streaming revolution. Linear TV viewership is down 45 minutes per day since 2019, but that lost time isn’t solely going to Netflix and Prime Video. Instead, many viewers are turning to the media libraries offered by public broadcasters, which provide access to the same content on demand. This represents a smart adaptation to changing viewing habits and a way to retain audience share in the digital age.
Evergreen Insight: This trend mirrors a global phenomenon. As streaming services proliferate, consumers are becoming more selective and price-conscious. The future of streaming isn’t just about acquiring subscribers; it’s about retaining them through compelling content, competitive pricing, and a seamless user experience. The German market is providing a valuable case study for providers worldwide.
The “Screens in Motion 2025” study, conducted by the market research institute Yougov, surveyed approximately 2,000 people representative of the German population aged 14 and over with internet access. This robust methodology ensures the reliability of the findings.
As the German streaming market continues to evolve, providers will need to stay agile and responsive to changing consumer preferences. The days of easy growth are over; now, it’s a battle for engagement, value, and ultimately, viewer loyalty. Stay tuned to archyde.com for ongoing coverage of this dynamic industry.
