Streaming services in Germany have transitioned from being mere supplements to becoming an established part of daily media consumption in many households, according to the “Digitalstudie 2026” conducted by Postbank.
The research indicates that 72 percent of Germans use at least one paid streaming service within their home. This trend is particularly pronounced among younger demographics; for those aged 18 to 39, paid offerings have a coverage rate of 90 percent.
The way households manage their media access has also undergone a significant transformation. The traditional single subscription model is losing relevance, as 46 percent of households are currently paying for two or more streaming services. Moreover, more than one in five households utilizes three or more different platforms, signaling that the market is increasingly evolving into a custom, modular system where users combine multiple platforms based on content, price, and personal habits.
While a generational difference exists, it is less related to consumption intensity than to overall penetration. Nine out of ten individuals under 40 use paid streaming services, compared to 63 percent among those over 40. However, the difference in viewing duration was less stark. Thirty-five percent of those under 40, and 29 percent of those over 40, watched or listened to paid streaming content for more than eight hours per week. Furthermore, even within the group of heavy users, the age gap virtually disappeared: 10 percent of both younger and older individuals streamed for more than 15 hours each week.
