Germany is home to one of the largest economies in the world – and when it comes to streaming, it shows. With 78 million daily internet users spending an average of 57 euros per month on streaming subscriptions, the competition to draw and retain German viewers is greater than ever.

Despite an already sizable streaming market, Germany’s streaming landscape is also one of growth. 55% of German households subscribe to at least one video streaming service, with the average number of paid SVOD accounts per household recently exceeding three for the first time. 

To stand out from the competition in this highly lucrative market you’ll need to understand German consumer behavior, trends, and cultural nuances that should inform your marketing strategy.

STREAMING TRENDS IN GERMANY

Germans spend an average of nearly 10 hours daily consuming audio and video content. 17% of that time is spent watching broadcaster VOD, SVOD, YouTube, and social media videos. When it comes to streaming subscriptions, Prime Video, Disney+, and Netflix dominate the market, accounting for nearly half of all SVOD subscriptions. 

But despite having established a strong foothold in the German market, Prime Video and Netflix continue to lose market share to regional streaming services. Most notably: RTL+, DAZN, and WOW. Price, the type of content offered, and the number of devices/shared family accounts are key drivers for settling on which platforms to subscribe to – and which ones to quit.

The German SVOD market has also been heavily influenced by an appetite for live sports streaming, a trend that is making waves across global markets. Germans turn to sports streaming services DAZN and WOW to fill this need, recording 2023 Q1 shares of new paid subscribers at rates of 6.5% and 8.1% respectively. While DAZN – a sports-exclusive service – has struggled recently to retain users as German consumers seek ways to tighten household budgets, WOW has gained traction for its diverse catalogue of sporting events and hit shows and movies. This tale of two regional streaming providers highlights the increasing desire for value across a breadth of on-demand content and exclusive sports events.

STREAMING PREFERENCES AND ENGAGEMENT

Streaming giants continue to roll out ad-supported subscription plans across global markets in an effort to retain budget-conscious viewers. And German consumer behavior indicates free, ad-supported services are well-received. The percentage of German viewers opting for ad-supported streaming services at a lower cost increased 33% from 2023 to 2024.

While premium, ad-free subscriptions experience a significant decline, sports streaming may prove an exception to the rule. Much like in other markets, sports coverage is distributed across multiple providers. So German users need a number of different services to watch an entire league. 

This contributes to an issue that’s widespread in other other markets as well: Germans are experiencing streaming fatigue. In one study, 50% of German respondents reported that they would prefer an all-in-one subscription platform to manage all subscriptions, pay one monthly invoice, change and pause subscriptions, and compare offers and prices across services.

When it comes to broadcast television, many young viewers don’t even tune in, opting for the convenience and variety offered through subscription streaming services. In 2023, Germany experienced its lowest broadcast viewership numbers since 1988 – a number that’s only expected to decline as sports and news become more available streaming platforms. 

At the end of the day, content is king. A large library of popular, varied content is crucial in attracting and keeping German viewers – and it doesn’t necessarily need to be German-produced. German audiences demonstrate a preference for international films, and while regional shows are popular, American series receive a fair portion of viewership.

DUBBED, BITTE

Here’s where it gets interesting: while more than half of Germany’s population is fluent in English and a majority of viewers enjoy Hollywood films and American shows, this consumer base shows a marked preference for dubbed content over subtitles. In fact, Germans top the European market when it comes to dubbed content. Dubbed content accounts for 90% of viewed shows and movies on Prime Video. While this preference has a direct (and heavy) impact on production costs – anywhere from 5 to 30 times more costly than subtitling – investing in high-quality dubbing will go a long way in your efforts to retain German subscribers.

CULTURAL CONSIDERATIONS

German consumers take their time researching brands before making purchases. 56.9% of Germans report that researching products and brands is one of their main reasons for using the internet. Expect viewers in this market to research streaming platforms thoroughly to find the best deals and value before signing up for services.

While other markets like India, Japan, and Brazil engage at a high rate with user-generated content on social media platforms, social media usage is comparatively low among Germans. This may be due in part to Germans’ preference for privacy. Still, awareness campaigns would best be served on the major platforms that are successful domestically: Instagram and TikTok (best suited for millennials and younger generations), and Facebook (most used by Gen X and boomers).

FINAL THOUGHT

German culture greatly influences the marketing localization tactics and strategies that will help you connect with German audiences. Germans are generally receptive to American products and services. But you’ll need to demonstrate the trustworthiness of your brand and reliability of your offering in order to beat out the competition and win their business.

Localized third-party reviews, regulatory compliance, and transparency in data protection and security help build the credibility that Germans need in order to feel comfortable interacting with your brand. Your creative content may need to be optimized for various regions throughout Germany in order to address cultural differences and critical variances in tone and style across locales and demographics in the region. 

Whether you’re targeting B2C or B2B markets, a one-size-fits-all approach to translation will not be enough to truly reach and engage with German consumers. The right marketing localization partner will help you develop an international marketing strategy that leverages in-market talent to make sure your brand messaging speaks to the right people.