Subscription over-the-top (OTT) video platforms in the EU-5 have shaken off early growing pains. Uptake is strong in Germany, Spain and the UK due to expanding content offerings across markets. Meanwhile, France and Italy are finally catching up to the top three. User growth rates in these countries (with the exception of the UK) will increase by double digits in 2018 and 2019, and reach one-quarter of the population by 2020.
Germany’s subscription OTT video audience will grow faster than any other EU-5 market this year, rising 24.5% to 21.5 million users. Millennials are driving the adoption, drawn to subscription services’ collection of box-office hits and German-dubbed content. Netflix has been less successful signing up individuals ages 50 and older, who are still loyal to traditional TV.
In November 2017, Netflix partnered with telco Deutsche Telekom to offer unlimited streaming on mobile devices. In addition, Netflix invested in creating compelling content, as evidenced with its recent German-language hit drama, “Dark.” Between 2018 and 2021, the share of digital video viewers in Germany accessing Netflix will climb from 35.5% to 42.6%.