Berlin, October 16, 2024
- As competition intensifies, future market development hinges on economic and political conditions
- Pay TV and paid VOD providers continue to focus on strategic partnerships
The market for pay TV and paid video content in Germany is continuing its positive development. Revenues from pay TV and paid video on demand (VOD) grew by 8.8 % to €5.4 billion in 2023. VAUNET expects additional growth of around 5 % for 2024, bringing total revenues to €5.6 billion. The German-speaking GSA region (Germany, Austria, and German-speaking Switzerland) also remains on a growth trajectory, for in 2023, total revenues in this region reached €6.3 billion, passing the €6 billion mark for the first time. VAUNET forecasts another 5 % growth for 2024, with total revenues projected to reach €6.7 billion in the GSA region (barring any negative external factors). These are the key findings of the study “Pay TV & Paid VOD in Germany 2023/2024”, unveiled today in Berlin by VAUNET (German Media Association), the umbrella organization for commercial audio and audiovisual media in Germany. The report documents the market’s development in 2023 and VAUNET’s outlook for 2024.
According to the study, the number of pay TV subscriptions in Germany increased to 11.2 million in 2023 (2022: 10.1 million), while AGF-licensed pay TV channels reached an average monthly audience of 18.7 million pay TV viewers. For 2024, VAUNET anticipates a new high of 11.6 million pay TV subscriptions in Germany. Subscriptions to subscription video on demand (SVOD) services in Germany also saw growth, rising to 21.1 million in 2023 and surpassing the 20-million mark for the first time. The forecast for 2024 expects SVOD subscriptions to rise to 22.2 million.
Statements by industry representatives
© Markus Altmann
Frank Giersberg, Managing Director of VAUNET
“The pay TV and paid video on demand market is growing and becoming increasingly competitive. While the variety of offerings is impressive, it’s important to recognize that in such a highly competitive environment, compounded by unequal competition with major tech platforms and broader economic challenges, it cannot be taken for granted. In this dynamic market, which still includes some newer players and high start-up costs, additional burdens such as investment obligations by law could jeopardize the diversity of offerings.”
© Michael Tinnefeld
Tim Werner, CEO of Mainstream Media and Chair of the VAUNET Pay TV Working Group
“With a strong growth rate and intensifying competition, the entire industry is being pushed to achieve creative excellence. I attribute Mainstream Media’s continued success and steady growth to the dedication of my team and their great attention to detail. Romance TV consistently ranks among the top three most successful pay TV channels in Germany, and Heimatkanal’s sustained position in the top ten since 2002 is equally impressive.”
© Sky / Philipp Rathmer
Elke Walthelm, Chief Operating Officer & Managing Director of Sky Deutschland
“The pay TV and streaming landscape is expanding, but with an ever-growing range of content and apps, it’s also becoming more complex. Our solution is the Sky Stream platform, which conveniently consolidates the best entertainment in one place. This smart aggregation is made possible through innovative, strategic partnerships. Together, we’re making TV simpler, more intuitive, and easier to navigate than ever.”
© Seven.One/Benedikt Müller
Nicole Agudo Berbel, Chief Distribution Officer of ProSiebenSat.1 and MD of Joyn
“Our streaming platform Joyn is showing growth in every segment. User numbers increased by 52 % in the third quarter, and viewers are engaging with the platform more intensively. Our AVOD service’s advertising revenues are also on the rise. Additionally, we continue to close new distribution and content partnerships. In a diverse streaming and pay TV environment, having a strong content mix and ensuring a seamless product availability are key.”
© RTL / Marina Rosa Weigl
Henning Nieslony, Chief Streaming Officer of RTL Deutschland
“The entertainment industry is evolving, but premium content remains a constant. Paramount continues to produce internationally successful series and films like Tulsa King, Star Trek: Strange New Worlds, and Mission: Impossible. Our pay TV entertainment offerings make us a leading player in the market, well-loved by audiences, and we are seeing strong growth in this sector. Smart distribution and marketing partnerships, including with Sky, Deutsche Telekom, and Amazon Prime, help consolidate our position. In addition, we continue to generate solid revenues as a relevant player in the pay TV sector, including with Nick Jr..”
© Bernd Jaworek
Michael Keidel, Vice President Affiliate, Ad Sales & Streaming Partnerships Northern Central Eastern Europe Paramount Global
„The successful launch and excellent development of Paramount+ in Germany shows that there is further growth potential in the streaming market. High-quality content that meets the high expectations of consumers is in demand. At the same time, we see a very stable development in the traditional pay-TV market for our premium kids‘ channels Nick Jr. and Nicktoons.“
Download of the publication:
Publication: „Pay-TV & Paid-VoD in Germany 2023/2024“ (in German)
Other VAUNET publications
VAUNET monitors market developments in the audio and audiovisual media with regular surveys and publications. They include the VAUNET Media Usage Analysis published at the start of each year, the VAUNET Advertising Market Analysis put out in spring, the report Pay TV and Paid VOD in Germany featured here, and the Audio & Audiovisual Media Revenue Statistics published every autumn. This and other data on market developments can be downloaded at www.vau.net/presse/publikationen/studien/.
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