Streaming surpasses traditional TV in Germany for first time

Video streaming has overtaken traditional television in Germany for the first time, according to a study from digital industry association Bitkom. The survey, presented ahead of the IFA consumer electronics trade fair on September 2, 2024, shows that 87% of Germans aged 16 and above now stream films, series or TV shows via the internet – narrowly surpassing the 86% who still watch broadcast television via cable, satellite or antenna.

A year ago, the situation was still reversed: 92% of the population watched traditional TV, compared to 86% who streamed. The new figures mark a symbolic shift in German media consumption habits, underlining the steady decline of classic television as streaming becomes the dominant form of video consumption.

"Despite its high reach, the audience for traditional TV is slowly but steadily declining," said Bitkom board member Olaf May to BroadbandTV News. "Last year's end of mandatory cable TV fees in rental contracts accelerated the trend, with many households switching to alternative reception methods."

Age demographics reveal generational divide

The study reveals clear differences between age groups. Among 16- to 29-year-olds, half of all streaming users prefer on-demand viewing, watching shows and films whenever it suits them. In contrast, 48% of streaming users aged 65 and above still follow fixed schedules, sticking to traditional linear habits even on streaming platforms.

Overall, 40% of streaming viewers prefer on-demand content, 30% mostly watch live or scheduled programming, while 28% combine both approaches equally.

May stressed that linear TV is far from obsolete: "On-demand has enormous popularity, but linear television is not a dying model. Both forms are merging. Broadcasters now offer catch-up services and on-demand libraries, while streaming providers are introducing live channels. Free ad-supported streaming TV channels (FAST) with fixed schedules are also gaining traction."

Convergence of broadcasting and streaming

The landscape shows increasing convergence between traditional broadcasters and streaming platforms. Traditional television companies have been investing in their own streaming platforms for years, expanding beyond the realm of global streaming giants. According to the study, the definition of linear and video-on-demand services will become increasingly blurred, eliminating the distinction between "broadcasters" and "streamers."

This convergence extends to technology, with multiple options emerging for hybrid distribution models utilizing 5G, IP and satellite infrastructure. The development suggests a future where content delivery methods become less relevant than the content itself.

Why this matters for marketing

This milestone carries significant implications for the marketing community. The shift represents a fundamental change in how Germans consume video content, creating new advertising opportunities while challenging traditional TV advertising models.

For advertisers, the streaming milestone signals an accelerating migration of audience attention and advertising budgets toward digital platforms. Traditional advertising revenue faces pressure as viewing habits evolve, while Connected TV advertising emerges as a major growth driver.

German media companies are responding with significant strategic adaptations. RTL Group's digital advertising revenue surged 27% in the first half of 2025, while traditional TV advertising declined 6.9%. This transformation demonstrates how established broadcasters are successfully transitioning toward programmatic and streaming-based advertising solutions.

The competitive landscape is intensifying as major players adapt their technology infrastructure. ProSiebenSat.1 and RTL Deutschland announced an adtech collaboration to create European alternatives to dominant US platforms, while streaming platform partnerships continue expanding through 2030.

The data underscores the importance of cross-platform measurement solutions as marketers face increasing channel fragmentation. Nielsen research shows 56% of marketers globally plan to increase Connected TV spending in 2025, making unified advertising intelligence critical for campaign optimization.

For the broader advertising industry, Germany's streaming milestone validates global projections that Connected TV's media budget share will double from 14% in 2023 to 28% in 2025. This shift requires advertisers to develop new strategies for reaching audiences across fragmented digital environments while maintaining measurement consistency.

Technical details and market data

The results form part of Bitkom's annual Future of Consumer Technology study, based on a survey of more than 1,100 people in Germany. The report highlights wider digital lifestyle shifts, with the headline finding marking the end of traditional TV's dominance in the country it once defined.

The study was conducted through computer-assisted telephone interviews using a dual-frame approach, with representative weighting by region, age and gender. The statistical margin of error stands at +/- 3 percentage points for the overall sample.

Timeline

• September 2, 2024 - Bitkom study presented ahead of IFA consumer electronics trade fair showing streaming overtaking traditional TV in Germany
• August 2024 - Nielsen launches Connected TV tracking within Ad Intel platform starting in Germany
• August 2025 - RTL Group reports 27.1% digital advertising revenue growth
• July 2025 - Netflix declares ads business will "roughly double" as upfront deals close
• June 2024 - Traditional TV loses ground to streaming in Germany, Nielsen data shows
• February 2024 - ProSiebenSat.1 and RTL join forces in Adtech, challenging US tech giants
• January 2025 - Deutsche Telekom and RTL expand streaming partnership until 2030

Summary

Who: Germans aged 16 and above, with 87% now using video streaming services compared to 86% watching traditional broadcast television

What: Video streaming overtook traditional television viewing for the first time in Germany, marking a historic shift in media consumption patterns

When: The milestone was reached by September 2024, with data presented on September 2, 2024, ahead of the IFA consumer electronics trade fair

Where: Germany, where the study surveyed more than 1,100 people across different age groups and regions using representative sampling methods

Why: The shift reflects accelerating digital transformation, the end of mandatory cable TV fees in rental contracts, and changing viewer preferences toward on-demand content consumption