The German streaming market is exhibiting signs of saturation, with a significant portion of users demonstrating a willingness to cancel subscriptions, according to a new study released Thursday by the TH Köln and Bauhaus University Weimar. The research indicates a shift in consumer behavior as the market matures.
On average, German consumers currently subscribe to nearly two and a half streaming services. Spending is capped around €28 per month, suggesting a careful approach to ongoing costs. The research highlights a pattern of substitution: new subscriptions frequently replace existing ones rather than fostering net growth. Overall usage time remains stable and substantial growth through increased viewing intensity is unlikely.
While Netflix and Amazon Prime Video maintain strong customer retention rates, platforms like Disney+, Paramount+ and WOW are experiencing higher rates of subscription cancellations. A quarter of respondents reported cancelling a subscription in the past year, with 61% citing a “use-and-cancel” approach, subscribing for specific content and then terminating the service. Attractive introductory offers remain pivotal for acquiring new customers, with 57% of those surveyed highlighting the importance of a lower initial price.
Advertising-supported subscriptions and bundled offerings are rapidly gaining traction, now accounting for half of all contracts despite their relatively recent introduction. Bundling subscriptions with other services, such as mobile phone plans or internet packages, provides consumers with further opportunities for cost savings, benefiting smaller providers like Paramount+ and RTL+.