The German streaming landscape is undergoing a dramatic shift. More viewers are choosing ad-supported subscription plans offered by major players like Netflix, Amazon, and Disney+. According to GroupM's latest Consumer Evolution Detector study, ad-supported streaming subscriptions in Germany have jumped 33% since Q4 2023, now representing 32% of all subscribers.
While premium, ad-free subscriptions remain popular, their reign is weakening. The study shows a near 13% year-on-year drop in ad-free usage, now at 54%. Interest in premium, ad-free services among non-users is also low, with only 15% expressing interest. In contrast, ad-supported services show significant growth potential. Around 25% of respondents who don't currently use streaming services plan to adopt free, ad-supported options, and another 20% are considering low-cost, ad-supported subscriptions.
Amazon Prime Video's ad-supported tier leads the market with a 20% share, but Netflix's basic ad-supported plan is gaining ground, reaching 17%. RTL+ (14%), Joyn free (11%), and Disney+ with ads (11%) are also vying for market share. "Lower-priced streaming offers with advertising are in line with the times," said Nicole Ferguson, Managing Director at GroupM. "With attractive tariffs, they have become a serious alternative to ad-free streaming subscriptions." She added, "For advertisers, this opens up new opportunities to reach potential customers through targeted advertising. The decision by major streaming services to embrace advertising was a critical step in achieving comprehensive audience engagement.”
GroupM's Consumer Evolution Detector is a quarterly study analyzing consumer behavior changes to help agencies adjust advertising strategies. The Q4 2024 study surveyed 1,013 German individuals (aged 18-69) online between October 31 and November 11, 2024.