German streaming market shifts to multi-service subscription models

According to the ‘Digitalstudie 2026’ by Postbank, streaming services have become a standard part of daily media consumption in Germany. The study reveals that 72 percent of German households use at least one paid streaming service.

Usage is particularly high among the 18 to 39 age group, where penetration reaches 90 percent. The market is shifting away from single subscriptions toward a ‘modular system,’ with 46 percent of households paying for two or more services and more than 20 percent utilizing three or more platforms.

While there is a generational gap in overall adoption—63 percent for those over 40 compared to 90 percent for those under 40—the intensity of use is similar across age groups. Approximately 35 percent of users under 40 and 29 percent of those over 40 consume more than eight hours of paid streaming content per week. Additionally, 10 percent of both age groups are heavy users, streaming for more than 15 hours weekly.