YouTube's dominance remains unshaken amidst the streaming industry's slump
A new study, titled "Screens in Motion 2025," has shed light on the changing landscape of streaming in Germany. Conducted by TV Spielfilm magazine from the Burda publishing house, the study surveyed around 2,000 people and is considered representative of the online-accessible population in Germany aged 14 and over.
Subscription-Hopping on the Rise
According to the study, there is an increasing trend towards "subscription-hopping" among streaming subscribers, with Marion Sperlich, head of research at "Screens in Motion" and "Market Media Insights" at Burda Verlag, attributing this to the price-performance ratio.
Shift in Age Demographics
The study suggests a shift in streaming habits, with the 30-49 age group catching up with the younger generation in terms of streaming subscriptions. In fact, streaming service providers in Germany are seeing growth primarily among people over 30, with 68% of subscribers falling in the 30-49 age group, compared to 66% among the younger generation (14-29 years).
Long-Term Viewing Trends
The long-term development of viewing times since 2019 shows a slight decrease in daily streaming viewing time for younger subscribers (14-29 years), from 2 minutes to 1 hour 16 minutes. In contrast, streaming viewing time has increased by 32 minutes to 1 hour 16 minutes in the 30-49 age group in the same period.
Factors Influencing Streaming Growth Among Older Demographics
The growth of streaming services in Germany primarily among people over 30 is influenced by several factors.
Content Appeal and Sports Rights
For instance, DAZN's acquisition of exclusive Bundesliga (German football league) rights since 2021 drove a significant increase in subscribers, with 70% of new users citing content as the main motivator.
Price Sensitivity and Subscription Changes
While 17% of Germans cancelled streaming subscriptions in 2025 due to cost, nearly half switched to cheaper alternatives, showing that the over-30 demographic may be more cautious about subscription spending but willing to adapt rather than quit streaming altogether.
Generational Usage Patterns
Although younger demographics report high Netflix usage rates globally, data show Germany’s Netflix base has a broad age distribution including 26.3% from Generation X (roughly ages 40-55) and 22.2% Baby Boomers (56+), indicating substantial older user engagement in streaming.
Device and Viewing Habits
Millennials and Gen Z tend to consume more live and social media streaming on smartphones and tablets, while those over 30 may prefer the convenience and quality of IPTV or apps on televisions, aligning with infrastructure trends where Deutsche Telekom’s IPTV customer base steadily grew from 2009-2023, favoring stable internet TV reception at home.
Technology and Market Maturation
Germany’s robust IPTV infrastructure and increasing internet penetration for users aged 30+ facilitate adoption. The IPTV market benefits from institutional support and partnerships (e.g., DAZN’s linear TV expansion), which may attract less tech-native older viewers comfortable with traditional TV-like experiences.
App Usage and Platform Preferences
Although younger users heavily engage with apps like TikTok, who also serve as new distribution channels for streaming, older users focus more on platforms offering premium content and live events, supporting continued growth among adults over 30 who balance convenience, content value, and cost.
Potential Plateau in the German Streaming Market
The "Screens in Motion 2025" study indicates a potential plateau or saturation in the German streaming market. However, the study does not discuss any potential plateau or saturation in relation to the trend towards subscription-hopping.
In summary, the streaming growth among Germans over 30 results mainly from targeted sports and premium content, sensible pricing strategies, established IPTV infrastructure, and user preferences for TV-based viewing, differentiating their behavior from younger demographics favoring mobile and social streaming.
[1] Screens in Motion 2025 report
[2] Netflix Age Distribution Data
[3] Deutsche Telekom IPTV Customer Base Data
[4] DAZN Linear TV Expansion Details
[5] TikTok as a Streaming Distribution Channel
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