Pay TV and streaming video in Germany: trends and forecasts 2023–2028

09 February 2024 | Research

Martin Scott

Forecast report | PPTX and PDF (4 slides); Excel | Video, Gaming and Entertainment


"Streaming video significantly overshadows the pay-TV market in terms of numbers of RGUs and take-up continues to grow despite a slowdown in many other European countries."

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The German pay-TV market is undergoing a significant shift from cable TV to IP-based services, driven by regulatory changes and evolving content rights, as explored in the report. As operators traditionally reliant on cable and satellite technology adopt IP-based services, we forecast that by 2028, operator IP-based services will constitute 39% of RGUs, a substantial increase from 29% in 2022.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Germany. It includes data on key metrics, describes key market developments and analyses operators’ strategies.

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Geographical coverage and key metrics

Geographical coverage

 

Key metrics

Country modelled:

  • Germany

Companies discussed in this report

  • Amazon
  • DAZN
  • Deutsche Telekom
  • HD+
  • Netflix
  • Sky
  • Telecolumbus
  • United Internet
  • Vodafone

 

  • Revenue generating units (RGUs)
  • Retail revenue (spend)
  • Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

  • cable (CATV)
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator streaming video
  • third-party 

Streaming video is split as follows

  • RGU and households
  • Retail revenue
    • Operator direct-to-consumer (D2C)
    • Third-party via operator sales channels
    • Third-party D2C
  • Ad-tier or full-price tier

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Author

Martin Scott

Research Director