Streaming rückt in Deutschland in den Mittelpunkt, während die Zuschauerzahlen beim traditionellen Fernsehen sinken

Cologne, Germany - June 3, 2024 - Nielsen, a global leader in audience measurement, data, and analytics, has released a major study on media consumption in Germany. The wide ranging report looks at the current trends in usage habits across video, TV and audio, as well as social media platforms, trust in advertising and trust in news reporting.

Der Bericht zeigt eine deutliche Verschiebung der Sehgewohnheiten der Deutschen, wobei die Nutzung von Streaming-Diensten zum ersten Mal höher ist als die des linearen Fernsehens. Die Studie zeigt, dass 77 % der Deutschen wöchentlich Video-Streaming-Dienste nutzen, was einem Anstieg von 7 Prozentpunkten im Vergleich zum Vorjahr und 13 % in den letzten drei Jahren entspricht. Das bedeutet, dass die Nutzungsrate höher ist als bei linearen Fernsehkanälen und dass Streaming jetzt die bevorzugte Art ist, Inhalte zu konsumieren.

Der Bericht zeigt, dass die Nutzer von Streaming-Diensten überwiegend jünger sind: 92 % der 18- bis 34-Jährigen nutzen diese Dienste wöchentlich. Das größte jährliche Wachstum ist jedoch in der Altersgruppe der 35- bis 54-Jährigen zu verzeichnen, die einen deutlichen Anstieg um 10 Prozentpunkte auf 83 % verzeichnete. Während die Altersgruppe der 55- bis 69-Jährigen erwartungsgemäß die geringste Nutzerzahl aufweist, ist diese Altersgruppe im Vergleich zum Vorjahr um 8 Prozentpunkte gestiegen.

Der Bericht hebt die wachsende Beliebtheit von Streaming-Plattformen wie Netflix, Amazon Prime Video und YouTube hervor, insbesondere bei jüngeren Bevölkerungsschichten. Weitere wichtige Erkenntnisse aus der Mediennutzungsstudie sind unter anderem:

• Leaders emerge: Netflix and Amazon Prime Video reign supreme, with 56% of respondents accessing each platform weekly – a 6% rise for Amazon Prime Video, and a 4% rise for Netflix. Disney+ remains static at 29%. Indeed there is a -4% decline in households not having a streaming subscription.
• Netflix winning new usage: Netflix tops the new usage charts for 2024 with 18% of respondents saying they have started using or subscribed to the service this year. Amazon Prime Video was at 16%, with Disney at 11%. 
• Traditional TV falters: Daily viewership of public broadcasters ARD and ZDF has dropped to 39%, with weekly viewership at 73%, indicating a decline in linear television’s dominance.
• Connected TV (CTV) is here to stay: Over three quarters (76%) of those surveyed are aware of, or have used, CTV with over a third (35%) saying they either use it every day or at least three times a week. 61% of users access CTV services from a Smart TV with 29% using a streaming stick to do so.
• Fake news worries: Almost three quarters of respondents (74%) have definite concerns about fake news, with 41% expressing big worries about it, a rise of 5% year-on-year. 69% of those surveyed highlighted social media platforms as the least trusted medium when it comes to fake news, with radio being the most trusted with just 23% worried, an annual decline of -3%.
• Instagram increases: Whilst over three quarters (76%) of those surveyed use WhatsApp every day, Instagram has moved ahead of Facebook for the first time with 36% citing that they use the platform at least daily. Facebook comes in third with 35% using it daily, YouTube in fourth with 33% and TikTok in fifth with 18%.

Fernando Reimann, EMEA Thought Leadership & Innovation Lead, said. “This is a fascinating study, uncovering the changing viewing habits and content consumption of the German population. The findings really showcase the shift in how Germans are consuming media as we look to better understand what people want and the current trends around media and advertising. It is quite clear; streaming services are no longer a novelty, but they are the primary platform for video entertainment, are starting to dominate the media landscape, and are definitely here to stay.” 

To download the full report click here: https://bit.ly/3VaRUGt

Über Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).

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