Amazon Prime Video leads Netflix among German SVOD users – Media Play News

Erik Gruenwedel

Driven by Amazon’s global e-commerce business, the company’s Prime Video subscription streaming service has ranked No. 1 among German SVOD consumers, according to new data from Kagan.

The search giant, citing an internal survey, found that 81% of German respondents used an SVOD service in 2021, compared to 72% in 2020. Prime Video generated 52% market share, compared to 45% in 2020, followed from Netflix. at 49%. The local TV Now and Magenta TV platforms each had a 14% market share. Other players included Joyn+, Apple TV+, Zattoo and Eurosport.

The average German household subscribes to at least two SVOD services, while Prime Video and Netflix households subscribe to three services, and Disney+ and Sky Ticket households subscribe to four platforms.

In addition to SVOD, 75% of survey respondents also watch free, ad-supported online videos, including 55% who consume YouTube videos. German TV channels ZDF and ARD-branded streaming services were viewed at 42% and 40% respectively. Another 37% of survey respondents said they stream videos on Facebook.

The increase in time spent watching SVOD content has come at the expense of live TV in Germany. Only 26% of respondents said they watched live TV in 2021, down from 60% in 2017. SVOD was the biggest benefactor, with live-viewing households increasing their over-the-top video consumption to 37% , compared to 22% in 2017. 2017.

Finally, Kagan said respondents spend more than 50% of their daily time watching TV/video, 36% watching VOD content, up from 19% in 2017.

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