Willingness to pay for pay TV and video streaming services in Germany remains at record levels

Berlin, 16. Oktober 2024 - Der Markt für Pay-TV- und bezahlte Videoinhalte in Deutschland entwickelt sich weiter positiv: Die Umsätze für Pay-TV und Paid-Video-on-Demand wuchsen im zurückliegen-den Jahr 2023 in Deutschland um 8,8 Prozent auf 5,4 Milliarden Euro. Für das laufende Jahr 2024 erwartet der VAUNET einen weiteren Anstieg der Gesamtumsätze um rund 5 Prozent auf 5,6 Milliarden Euro.

Consumers’ willingness to pay for video streaming services and pay TV in Germany remains high despite the challenging economic environment and growing cost-consciousness. Total revenue from pay TV and paid video streaming services in Germany remained stable at a record €5.5 billion in 2025. For 2026, VAUNET – German Media Association – expects total revenue to increase slightly by 1.3% to €5.6 billion. Subscription-Video-on-Demand (SVoD) services remain the market’s largest growth segment, generating revenue of €3.0 billion in 2025. VAUNET expects revenue in this segment to rise by a further 5 per cent to €3.2 billion in 2026.

The number of pay TV subscriptions in Germany rose to 15.8 million in 2025, up from 15.2 million the previous year. VAUNET expects this figure to increase by 3 per cent to 16.4 million in 2026. The number of subscribers to video streaming services grew to 25.9 million in 2025 (2024: 25.4 million) and, according to VAUNET’s forecast, is set to increase by 3 per cent to 26.7 million in 2026.

The figures are published in VAUNET’s market report ‘Pay TV & Paid VoD in Germany 2025/2026’, presented by the association in Berlin today. The market analysis documents market developments in 2025 and provides an outlook for 2026. The report covers revenue from paid services offered by both domestic and international providers and platforms in Germany; advertising revenue is not included in these figures.

Development of Pay TV Subscriptions in Germany

Development of SVoD Subscribers in Germany

Statements by industry representatives

Frank Giersberg, Managing Director of VAUNET

“In Germany, people’s willingness to pay for video streaming services and pay TV remains at record levels, even in times of economic uncertainty. Streaming services are the market’s largest growth segment, while demand for pay TV channels also remains very high. Alongside advertising, revenue from subscription-based business models provides an indispensable source of funding for audiovisual media. Policymakers and regulators must create a favourable framework to support the continued development of these business models.”

Saevar Lemke, Managing Director of SPIEGEL TV Geschichte + Wissen and Chair of the VAUNET Pay TV Working Group

“The stable development of the market confirms that viewers continue to value exclusive, high-quality content. This stability is a clear sign of strong viewer loyalty and underlines the continued trust placed in the diverse pay TV brands and SVoD services offered by our members and platform partners, all carefully curated with great passion. Our channels SPIEGEL Geschichte and Curiosity Channel combine local relevance with global perspectives into a premium documentary portfolio, rounded out by our streaming service Curiosity Stream.”

Nicole Agudo Berbel, Managing Director and Chief Distribution & Partnerships Officer at ProSiebenSat.1

“The streaming market continues to grow. The key to success lies in combining content, aggregation and simplified access. This is the approach we’re taking with Joyn, creating additional potential for growth. As an ad-supported service, Joyn is hugely popular to viewers thanks to its premium content portfolio and our formats, including the current travel series Joko & Klaas machen Urlaub. As an aggregator, Joyn also brings together a diverse range of content from different partners, making the platform – which most recently reached 12 million viewers – even more attractive.”

Henning Nieslony, Executive Vice President Streaming at RTL Deutschland

“There is still considerable potential for paid content in the German market – provided that services are consistently designed with the customer in mind. The demand for compelling content is strong, as is the willingness to pay for it. Clearer propositions, easy access and quality content are creating fresh momentum. With RTL and Sky, we will be able to take a more joined-up and targeted approach to developing entertainment and sport, opening up new opportunities for growth.”

Eun-Kyung Park, SVP & Country Manager GSA at The Walt Disney Company

“Streaming is now an integral part of how people consume media. Current developments show that platforms and distribution channels are increasingly complementing one another, creating added value for users. The continued rise in the number of paid subscriptions confirms that we are on the right track: we are investing in high-quality content, innovative user experiences and strong partnerships to ensure that our services are available wherever our audiences expect to find them.”

Matthias Heinze, SVP Commercial & Managing Director GSA at Warner Bros. Discovery

“The latest VAUNET figures show that demand for high-quality video content remains strong. The successful launch of HBO Max is the best proof of this. For us, this is an incentive to continue investing in compelling content such as 4 Blocks Zero and the upcoming Harry Potter series, while working with strong partners to expand our audience reach.”

Downloads:

Download of the publication: Publication: „Pay-TV & Paid-VoD in Germany 2025/2026“ (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/.