German streaming revenues projected to surpass TV and radio by 2026

Streaming services in Germany are expected to generate more revenue than television and radio combined for the first time by 2026, according to a forecast by the Private Media Association (Vaunet). Streaming revenues are projected to reach 8.6 billion euros, accounting for 52 percent of the total audio and video media market. This represents a significant increase from 2019, when the share was 26 percent.

The shift is driven largely by advertising trends. While television advertising revenue is expected to decline by six percent to 3.1 billion euros, video streaming advertising is projected to grow by 15 percent to 2.5 billion euros. Four major companies—Alphabet, Amazon, ByteDance, and Meta—are expected to capture 72 percent of these streaming advertising revenues.

Overall, the German media market is expected to see a revenue growth of 1.8 percent this year, reaching 16.3 billion euros. This growth is attributed entirely to rising revenues in video and audio streaming, while traditional linear media continue to face downward pressure.