In a seismic shift within the German streaming landscape, Amazon Prime Video has emerged as the undisputed market leader, leaving competitors such as Netflix behind, according to the latest data from Ampere Analysis. The figures show significant growth in Amazon Prime Video's user base and position the company as the frontrunner in the highly competitive streaming arena.
Prime Powerhouse
The latest data from Kantar's Entertainment on Demand study underlines the dynamic growth of the Video on Demand (VoD) market in Germany. Between September and December 2021, the number of VoD-enabled households subscribing to at least one video service rose to 21.2 million, representing 51% of households. Amidst this growth, Amazon Prime Video has shown remarkable momentum and cemented its position as the dominant force in the German Subscription Video on Demand (SVoD) landscape.
Amazon's success is underlined by the fact that 49.5% of German households now have a Prime membership. This increase in Prime membership has enabled Amazon Prime Video to reach an impressive 45.5% share of new SVoD subscribers in the last quarter of 2021, eclipsing competitors such as Disney (17.0%) and Netflix (13.9%). The appeal of Prime Video is also illustrated by the performance of the big-budget series "The Wheel of Time", which secured a fourth place among the most-watched VoD titles in German households.
Strategies of Success
Above all, the study shows that Prime Video's strategy of using free trials continues to play a central role in attracting new subscriptions: 43% of new sign-ups this quarter used trials to gain access. New online casinos are attractive to new users, too, so Casinostest.de can help you find out all about new online casinos in Deutschland. This Prime Video's strategic approach, combined with a focus on football and sports content, has helped to retain existing subscribers while maintaining a competitive advantage in the market.
Challenges and Triumphs
In contrast, the report highlights the challenges faced by AppleTV in Germany, with a declining share of new SVoD subscribers (3.5% in Q4). A record 25% of AppleTV subscribers plan to cancel in the next three months, indicating dissatisfaction. In particular, the highly acclaimed series "Ted Lasso" failed to make a significant impact in Germany, underlining the importance of content resonance in certain markets.
Meanwhile, boosted by new Bundesliga rights in Q3, DAZN maintained a 4.6% share of new SVoD subscriptions in the fourth quarter. Despite strong subscriber interest, DAZN faces challenges around ad saturation and password sharing, with 20% of potential cancellations due to excess advertising.
German Language and Live Sports
The estimate of active users by Ampere Analytics underpins the supremacy of Amazon Prime Video in Germany. The platform recorded a significant increase and reached 12.6 million subscribers last year, while Netflix lagged behind with 9.6 million subscribers. The forecast figures for 2022 indicate that Amazon Prime Video will further widen the gap with an expected 13.8 million active customers compared to Netflix's expected 10 million.
Jaanika Juntson from Ampere Analysis attributes Amazon's lead to several factors, including a higher proportion of German-language content and exclusive live sports broadcasts. The recent acquisition of the UEFA Champions League broadcasting rights in Germany for the 2021-22 season is an example of Amazon's commitment to diverse and engaging content.
Conclusion
Amazon Prime Video's remarkable rise to the top of the German streaming market is a sign of a shift in consumer preferences. The platform's strategic focus on localized content, live sports, and effective subscriber acquisition tactics has catapulted it ahead of the competition. Amazon Prime Video's dominance will reshape the streaming landscape in Germany and set the course for a dynamic and competitive future.
