Amazon overtakes Netflix in Germany

Amazon̵ streaming service is further expanding its lead over Netflix in Germany. Market researcher Ampere Analytics estimates that the number of active Amazon Prime Video users has grown from 1.4 to 12.6 million subscribers in 2021, reports the “Spiegel”. Competitor Netflix grew just 300,000 to 9.6 million during the same period.
The gap is expected to grow even larger in 2022: According to the magazine, London media researchers expect Amazon to have 13.8 million active subscribers in Germany by the end of this year, while Netflix will only have 10 million. Apart from Austria, Germany is currently the only Western European market where Amazon is ahead of Netflix.

Amazon Prime Video is part of the online retailer’s Prime customer program, which also includes free delivery and a music service. However, Prime Video also offers more German-language titles than Netflix, says Ampere analyst Jaanika Juntson. In addition, the platform attracts customers with exclusive live sports broadcasts such as some football Champions League matches that Netflix has not yet caught up with its focus on movies and series.

Netflix faces increasing competition from Amazon, Disney and Apple. Earlier in the year, the company increased the prices of its subscription offerings in the US and Canada. According to the company, prices will increase between one and two dollars a month. Netflix last raised prices in the US in October 2020. The world’s largest streaming provider brought numerous viewers to the screens during the corona lockdown with series like “Bridgerton”, “The Queen’s Gambit and “The Crown”.

The leading German streaming provider is RTL+ with 2.4 million paying subscribers and up to 7 million users per month. The platform will be further expanded through the merger with Gruner + Jahr at the beginning of the year. This means that RTL Deutschland has premium content in the areas of video, audio, podcasts and magazines. Newsbeezer