Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Germany Digital Video 2019

Global Services Lead the Market as Broadcasters Adapt

Digital Video 2019

Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

See All
About This Report
This year, Germany will have more than 47 million digital video viewers and more than 29 million mobile video viewers. In Germany, more people will watch Amazon Prime Video than Netflix, with both services having double-digit growth rates in 2019.
Table of Contents

Executive Summary

Germany's digital video market is growing. We forecast that 58.1% of the population will watch digital video in 2019. While Germany has slightly higher digital video viewer penetration than France, it is still behind the Western European average, and far behind the UK.

How many digital video viewers are there in Germany?

In Germany, there will be more than 47 million digital video viewers in 2019. This number will climb to close to 50 million by 2022, resulting in over 60% of the population watching digital video.

Which devices are video viewers in Germany using?

While TV is still one of the most popular devices, the number of mobile phone video viewers is increasing. Germany will have more than 29 million mobile phone video viewers in 2019, and that figure is expected to increase by 1.3 million in 2022. Other devices such as connected TV devices and smart TVs are also used increasingly.

How many subscription OTT video viewers does Germany have?

Close to 26 million people in Germany use subscription over-the-top (OTT) video services in 2019. This number is expected to increase to more than 30 million by 2022, resulting in more than one-third of the population using subscription OTT video services.

What’s driving video growth in Germany?

Digital video is driven by global services, such as YouTube, Netflix and Amazon Prime Video. But local broadcasters introducing OTT services are gaining importance in the market. While consumers for a large part still watch free-to-air TV, pay TV and other digital video services are increasingly used as well.

WHAT’S IN THIS REPORT? This report examines the digital video and TV market in Germany, based on our most recent digital video viewer forecasts. It looks at who’s watching, how and where they’re watching, the major players and what it all means for marketers.

KEY STAT: This year, 58.1% of the population in Germany will watch digital video, or 47.6 million viewers. By 2022, there will be 49.7 million digital video viewers, which is 60.7% of the population or 72.8% of internet users.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Overview of Our Video Viewer Numbers for Germany
  3. What’s Driving Digital Video Trends in Germany?
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Thomas Bremond
General Manager International
Interviewed July 23, 2019
Brian Kline
Chief Product Officer
Interviewed August 22, 2019
Lisa Menaldo
The Advisory Collective
Interviewed August 21, 2019
Blair Robertson
Interviewed August 21, 2019
Bill Swanson
Vice President, EMEA
Interviewed July 21, 2019


Alina Brentnall, Bill Fisher


Ross Benes
Paul Verna
VP, Multimedia
Karin von Abrams
Principal Analyst
Angela Kim
Senior Researcher
Jennifer Jhun
Research Director, International and Special Projects
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client