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."


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.


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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