A new study from the TH Köln and Bauhaus University Weimar suggests the German streaming market is approaching saturation, with a notable increase in subscription cancellations among consumers. The research, released this week, indicates a shift in user behavior as the market matures.
On average, German consumers now subscribe to nearly 2.5 streaming services, with a monthly spending limit of approximately €28. The data reveals a trend of “churn” where new subscriptions often replace existing ones, rather than leading to overall market expansion. While overall consumption time remains consistent, the potential for significant growth through increased usage intensity appears limited.
The study highlights differing levels of customer loyalty among platforms. Netflix and Amazon Prime Video demonstrate strong retention rates, while Disney+, Paramount+ and WOW (formerly Sky Deutschland) face comparatively higher cancellation rates. A significant 25% of respondents cancelled a streaming subscription in the past year and a majority (61%) indicated their subscriptions were primarily driven by specific content availability, followed by cancellation once that content was consumed.
Attractive introductory offers remain a crucial factor in attracting new customers, with 57% of respondents citing price as a key factor in initial subscription decisions. This trend is fueling the rise of advertising-supported subscriptions and bundled offerings, which now account for half of all streaming contracts. Such bundles, offering a lower overall cost when combined with other services, are proving particularly beneficial for smaller streaming platforms like Paramount+ and RTL+.
