media
Streaming boom flattening – YouTube strong
For the streaming providers, the years of huge growth are obviously over. The older audience is now becoming more attractive as a target group, says a large -scale analysis of media researchers.
The streaming providers in Germany only reach growth in people over 30. “For the first time, the 30- to 49-year-olds move past the younger (14-29 years) with 66 percent with 68 percent,” says the movement image “Screens in Motion 2025” from the magazine “TV feature film” from Burda Verlag.
Due to the higher population share, the middle age group is by far the largest mass of streaming subscription users. All in all, the authors of the study see a “certain satiety” on Germany’s streaming market for the first time.
Streaming shrinks slightly in the young audience
The long-term development of the visual times since 2019 even shows a minimal decline in daily streaming seeing duration at a high level of 2 minutes to 1 hour 16 minutes, as can be read in the study. “In the middle age group (30-49 years), the visual duration streaming has increased by 32 minutes in the same period, now also 1 hour 16 minutes.”
According to the results, streaming offers, according to the results, are currently only watching 42 minutes a day, but this is an increase of 25 minutes. Greater new customer potential can therefore be assumed by the older audience.
Netflix and Prime Video are still the top dog. In third place from the user shares, however, youtube, i.e. a video platform, follow on a similar level. “Why is this? It is also Head of Research Market Media Insights in Burda-Verlag.
“There is increasing sensitivity among streaming subscribers here,” said Sperlich. “If there is no longer a ratio and use, which means that only a few interested formats are available, a subscription will be terminated and a new one can be completed by another provider. Subscribe hopping could be called. Prime video and Netflix therefore seem to keep their users best with their content.”
The media libraries of the public law have certainly benefited from the streaming boom in recent years, so Sperlich. “We know that the linear TV usage decreases, currently by 45 minutes of vision per day compared to 2019. However, the broadcasters’ media libraries, which in principle offer the same content, are used more.
The market research institute YouGov interviewed around 2,000 people for “Screens in Motion 2025”. The study is considered representative of the population from the age of 14 with online access in Germany.
dpa
Source: Stern
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
