‘Germans want Internet TV this Christmas, but are least likely to pay’, says Paywizard survey
Almost a quarter of German consumers will sign up to a streaming service prior to Christmas
Despite strong appetite, Germans are least likely to pay for television services compared to five other countries surveyed
Worldwide, almost half of Internet TV subscribers plan to cancel within 6 months
15 December 2015 – Internet TV services in Germany will see a surge in viewers this Christmas, as 40% of consumers plan to use paid streaming services during the festive season. Despite this new appetite though, Germans are still more reluctant than all five other countries surveyed to pay for TV services, with 78% of consumers planning to use free channels from broadcasters like RTL, ProSieben and ZDF. This is according to a new Research Now study, commissioned by Paywizard, the expert in subscriber management for pay-TV.
Great news for providers – OTT TV will be a big hit for consumers this Christmas
At 40%, the number of German consumers planning to use Internet TV services this Christmas is double that of cable and satellite subscribers, with only 20% of consumers using services like Kabel Deutschland and Sky Deutschland*. However, in common with other surveyed nations, subscriber retention is still a major issue. Around a fifth (21%) of German Internet TV subscribers intend to leave by the end of January, with a total of 52% planning to quit within 6 months.
These findings are part of a global study highlighting that Internet TV services will be a big hit with consumers around the world this Christmas, with 52% of viewers planning to use an online TV service during the festive season. The study, which surveyed consumers in Australia, Brazil, Germany, Singapore, the UK and US, analysed how consumers plan on watching TV this Christmas, which TV services they prefer and which devices they plan to use.
Amazon Prime is the most popular Internet TV service in Germany, with 50% more consumers planning to sign up to Amazon Prime Instant Video this Christmas over Netflix
The TV is the device of choice for most this Christmas, with 84% of Germans planning to sit in front of the TV screen
Mobile devices are becoming increasingly popular, with 43% of Germans planning to use a laptop, table or mobile phone to watch TV this Christmas
Over a quarter of German consumers will be watching DVDs this Christmas (27%)
25-34 year olds in Germany are the most likely to own a streaming device this Christmas at 15%.
The traditional TV still stands strong as the device of choice for watching TV over Christmas
“The German market is embracing Internet TV much faster than the adoption of cable services, yet subscribers are still reluctant to commit for the longer term with such a rich choice of free to air options. Operators need to embrace the reality of a modern TV landscape and deliver more freedom around device usage and consumption models, while recognising the importance of content sourcing from popular European dramas like ‘The Team’ to international favourites like ’House of Cards,’ said Bhavesh Vaghela, Chief Marketing Officer at Paywizard. “As more consumers turn to Internet TV services, the business models must also evolve. And that doesn’t just mean pushing out more content, but recognising that the service provider dynamic must adapt. We will see new ways to pay for and monetise content, with the deal between ProSiebenSat offering the Maxdome service in a single bundle as an example of an emerging international trend. This is a really exciting time in the world of TV, and this is just the beginning.”