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4 Billion Euros in Revenue: Pay-TV and VoD in German Speaking Territories


- 4 billion euros revenue reached for the first time in the DACH region in 2018

- Total revenue of 4.5 billion euros (+ 13%) expected in 2019

- Increasing demand and willingness to pay for TV content

- TV broadcasters conquer the streaming market

Berlin/Munich, 25 July 2019. Total revenue from pay-TV and paid video-on-demand in German speaking territories (DACH region) rose by some 14 percent last year reaching approximately 4 billion euros. A further increase of around 13 percent to 4.5 billion euros is predicted for 2019. In Germany, total revenue in 2018 amounted to approximately 3.5 billion euros (2017: approximately 3 billion euros) and are expected to reach around 4 billion euros in 2019. Pay-TV (incl. pay-TV-on-demand) has reached a revenue volume of approx. 2.4 billion euros, followed by subscription video-on-demand (SVOD) with approx. 1.1 billion euros. These are the findings of a report published today by the German media association VAUNET and presented in Munich by leading industry representatives.

It became clear that in recent years TV broadcasters have increasingly developed into digital programme brands, mostly with a multi-channel distribution strategy. TV programmes are available on numerous platforms, where users switch between linear and non-linear TV consumption. At the same time the demand for high quality TV content keeps rising so that TV and streaming providers are looking to the future with confidence.  

Katharina Behrends, Managing Director Central and Eastern Europe at NBC Universal International Networks and Chairwoman of the VAUNET Pay-TV Working Group: “Pay-TV providers have further expanded their offerings and are focussing more than ever on linear and non-linear availability. Outstanding video content thus reaches more and more people on all platforms. Our multi-platform strategy with NBC Universal has been a driver of this development right from the start and our success proves us right: 13th Street, Syfy and Universal TV are among the most successful programme brands in the German pay-TV and streaming market.”

Dr. Holger Enßlin, Managing Director Legal, Regulatory & Distribution of Sky Deutschland and Managing Director of Sky Austria: “Today customers want access to all content on all platforms at all times – whether on demand or in lean-back mode. That’s exactly what we offer at Sky: whether it’s via our Sky Q linear TV platform, on-demand or via our OTT services Sky Go and Sky Ticket.”

Jan Wachtel, Managing Director Digital Media & Journalistic Contents at Mediengruppe RTL: “We firmly believe that VoD has struck a chord with mainstream audience. Developing content for this target group and various platforms has been the core competence of Mediengruppe RTL for years. With TVNOW, we intend to consistently exploit this advantage and further expand our role as a local hero among streaming providers. In doing so, we rely, among other things, on a wide range of mass-attractive, in-house produced TVNOW Originals such as our Guilty Pleasure formats, exclusive reportages and documentaries, but also on award-winning series such as ‘M - Eine Stadt sucht einen Mörder’ (‘M – A city seeks a murderer’).”

Nicole Agudo Berbel, Chief Distribution Officer & EVP Digital Publishing ProSieben Sat.1 Media SE: “The demand for high-quality entertainment has never been higher. This is also reflected in the constant positive development of pay-TV subscribers. At the same time, the on-demand usage of our content is increasing via our VoD service Joyn and on the distribution platforms of our partners. Current examples of very successful interaction between linear and on-demand are formats such as ‘Germany's next Topmodel,’ ‘The Masked Singer’ and the Joyn Original ‘jerks.’ Our strategy is therefore to make our content, linear and non-linear, available to all consumers.”

Hannes Heyelmann, Managing Director, Central and Eastern Europe and International Programming Strategy at Turner: “With our diversified channel portfolio and our strong content, we are very well positioned both linear and non-linear. In the first half of 2019, TNT Comedy was the best rating pay-TV channel in the 14-49 target audience after Sky Bundesliga and Sky Sport and is experiencing its best year since the channel was launched. In the VoD segment, we are working very successfully with our platform partners and are very pleased with the strong viewing figures for our kids and entertainment content.”

Frank Giersberg, Member of the Board of Directors of VAUNET: “The success story continues: Total video usage is rising and people are willing to pay for high-quality programmes. We therefore expect further growth for pay-TV and streaming.”

Further data on the development of pay-TV and paid video revenues, subscribers, programme reach, and viewer market shares is available in the VAUNET publication “Pay-TV in Germany 2019” (German language).


Press photos of the participants in the press briefing

VAUNET publication Pay-TV in Germany 2019 (German language)

About VAUNET    

VAUNET is the association for commercial audiovisual media in Germany. The diverse business activities pursued by its approximately 150 members range from TV and radio to internet and streaming services. The association´s work focuses on convergent development in the markets for audiovisual media and plays an active role in shaping the relevant parameters at both a national and European level. The aim of the trade association is to create acceptance for the political and economic concerns of audiovisual media enterprises and raise awareness of the major socio-political and cultural significance of this industry in the digital age.



Frank Giersberg


Hartmut Schultz