Is the streaming industry at a turning point? While user numbers in Germany remain stable, user behavior is changing fundamentally. Current industry observations show: It is no longer just about growth, but about the right content strategy, as a significant proportion of users are reducing their streaming not due to a lack of time, but because there is a lack of relevant content. The key question is: how can streaming providers retain their users and tap into new target groups in a saturated market through targeted content and innovative formats?
German streamers are watching more – but a critical minority is migrating
The development shows a clear trend: a growing proportion of German streaming users are spending more time in front of the screen than in the previous year. While the majority are maintaining their usage habits, only a minority are reducing their streaming time.
The reasons for this reduction are interesting: many turn to other hobbies or complain about a lack of time. But the decisive factor lies elsewhere. A considerable proportion of users who stream less say that they lack appealing content. This means that a significant proportion of the reduction is due to a lack of quality or relevance of the content. There is enormous untapped potential here, as these users are not fundamentally tired of streaming, but are actively looking for higher-quality content.
Content quality as a success factor: targeted streaming prevails
A large proportion of German streamers are actively looking for individually tailored content that can be found quickly. Only a small proportion stream on the side. The vast majority watch consciously and attentively.
This development shows a clear trend: users are willing to invest more time, but only if the content meets their expectations. Streaming providers must therefore focus more on personalized recommendations and intuitive user guidance in order to reach their target groups and win back users who have left the platforms due to a lack of content relevance.
German market: stable, but with warning signals
The German streaming market continues to grow, albeit at a slower pace: an indication of increasing market saturation. While the user base remains stable, the willingness to pay is surprisingly robust: spending on streaming subscriptions has risen significantly.
Internationally, however, Germany is lagging behind. Markets such as Brazil, India and the USA are recording significantly higher growth rates, a sign that these regions offer even greater potential.
Social media as serious competition
Competition from social media is particularly noticeable among the younger target group (18-39). A considerable proportion say that social media activities are replacing their streaming time. More than a third find short formats such as TikTok videos or Instagram reels just as entertaining as traditional series and films.
The figures illustrate the challenge: this age group spends significantly more time streaming, social media and gaming than the over-40 generation. The problem is not the time available, but the distribution of attention.
The answer to social media: Content innovation as a competitive advantage
In the face of social media, providers are not focusing on more content, but on active user participation: Interactive formats, community features in the stream and AI-controlled personalization turn linear streaming into a captivating event.
Strategies for the young target group
In order to retain the young target group, streaming services need to break new ground. Attractive short-form content such as teasers and behind-the-scenes material can help to capture the attention of digital natives. Interactive features and advanced personalized recommendations are other important building blocks for increasing the engagement rate through innovative formats.
Future strategy: content excellence as a success factor
The German streaming market is in a consolidation phase. The days of rapid growth are over, but the market remains stable and profitable. However, current developments clearly show that successful providers will be those who solve the content problem. High-quality, personalized content and innovative formats for younger target groups are no longer just additional offerings, but essential for survival. Users who have left due to poor content quality can be won back, but only with the right strategy.
The streaming revolution is far from over – it is constantly evolving. Providers who recognize these trends and act accordingly will continue to be successful in the future.
At Stream1 you will find the technology and knowledge to remain successful in the changing market. Call now and get in touch: 089 41 41 453 99
