Market Insights Advertising & Media Media

TV & Video - Germany

Germany

In Germany, revenue in the TV & Video market market is projected to reach €21.67bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 2.28%, leading to a projected market volume of €24.25bn by 2029.
The largest market within this market in Germany is Traditional TV & Home Video, which is anticipated to have a market volume of €15.01bn in 2024.
In a global context, the majority of revenue will be generated the United States, where the revenue is expected to be €259.90bn in 2024.
In the TV & Video market market in Germany, the number of users is projected to reach 81.6m users by 2029.
User penetration in this market is expected to be at 96.3% in 2024.
Furthermore, the average revenue per user (ARPU) in Germany is projected to amount to €270.20 in 2024.
In Germany, the TV & Video market is increasingly shifting towards streaming services, reflecting a growing preference for on-demand content over traditional broadcasting.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Germany has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of digital content. Customer preferences in Germany have shifted towards on-demand and streaming services, with consumers increasingly opting for platforms such as Netflix and Amazon Prime Video. This trend can be attributed to the convenience and flexibility offered by these services, allowing users to watch their favorite shows and movies at their own convenience. Additionally, the availability of a wide range of content, including original programming, has also contributed to the popularity of these platforms. Another important factor driving the growth of the TV & Video market in Germany is the increasing adoption of smart TVs. These devices offer seamless integration with online streaming services, allowing users to access their favorite content directly from their television sets. The convenience and ease of use provided by smart TVs have made them a popular choice among consumers, further boosting the demand for digital content. In addition to changing customer preferences, there are also local special circumstances that have contributed to the growth of the TV & Video market in Germany. The country has a strong tradition of public broadcasting, with channels such as ARD and ZDF being widely popular. However, even these traditional broadcasters have adapted to the changing market dynamics by launching their own streaming platforms, such as ARD Plus and ZDFmediathek. This has allowed them to cater to the growing demand for online content while retaining their loyal viewer base. Underlying macroeconomic factors have also played a role in the development of the TV & Video market in Germany. The country has a strong economy and a high standard of living, which has contributed to the willingness of consumers to spend on entertainment options. Additionally, Germany has a well-developed infrastructure, with widespread access to high-speed internet. This has facilitated the growth of online streaming services, as consumers can easily access and stream content on their devices. In conclusion, the TV & Video market in Germany is experiencing significant growth due to changing customer preferences, the increasing adoption of smart TVs, local special circumstances, and underlying macroeconomic factors. As consumers continue to prioritize convenience and flexibility in their entertainment choices, the demand for digital content and streaming services is expected to further drive the growth of the market in the coming years.

Methodology

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 segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment 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 segment 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 segment. 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.