- Three subscription models: 4.99 EUR/month with advertising, 13.99 EUR/month (standard) or 19.99 EUR/month (premium). The entry tier with advertising is significantly below Amazon's cheapest offering and clearly serves as an acquisition lever for the ads channel.
- Advertising on a growth course: the Netflix Ads Suite offers demographic targeting, in-market audiences and first-party data activation, and brings dynamic as well as interactive ad formats to Germany in 2026, including for live events (Netflix Ads 2025).
- Content as the core promise: Netflix is the only streaming service that built its market position primarily via original content, from global hits like Squid Game and Stranger Things to German productions like Dark.
What is Netflix?
Netflix is the world's largest streaming service and was founded in Los Gatos, California in 1997, back then still as a DVD rental service by post. In 2007 came the switch to streaming, in 2013 Netflix launched its own original production strategy with House of Cards, which would change the entire industry. In Germany, Netflix has been available since September 2014.
Unlike Amazon Prime Video, Netflix is a pure streaming service without a connected shopping ecosystem. The platform stands and falls with the strength of its content catalog: global originals, licensed content and an increasing commitment to live entertainment. Worldwide, Netflix counts over 300 million paying subscribers in more than 190 countries, and is thereby the only truly global streaming platform of this magnitude.
On which devices does Netflix run?
Netflix is available on almost all common devices:
- Smart TVs (Samsung, LG, Sony, Philips and others), directly as a pre-installed app
- Streaming sticks and boxes (Amazon Fire TV, Roku, Chromecast)
- Apple TV (from the 4th generation)
- Games consoles (PlayStation 4/5, Xbox One/Series)
- Smartphones and tablets (iOS and Android)
- Browser (PC and Mac via netflix.com)
The Smart TV is also the dominant playback device for Netflix. Netflix was one of the first streaming services to introduce an offline download function for mobile devices, a feature that is particularly relevant for the standard and premium subscription. In the ad-financed tier, the download of content is not available.
Market position: number two in Germany, with catch-up momentum
Netflix is the second-largest streaming provider in Germany. According to the JustWatch Streaming Charts (Q4 2025), Netflix holds a market share of 25%, only one percentage point behind market leader Amazon Prime Video. Disney+ follows at a clear distance with 19%, Apple TV+ with 9%.
Over the course of 2025, Netflix did lose 3 percentage points of market share (Q1 2025: 27%), which reflects the general trend of a diversifying streaming market. At the same time, the ad-financed segment is growing particularly strongly in Germany: the share of Netflix hours used with advertising rose by 44% between November 2024 and April 2025, the highest increase among all surveyed European markets. In absolute figures, that corresponds to an increase from 81.3 to 116.9 million hours of ad usage in Germany alone (digital i).
Netflix thereby builds its advertising platform on an already solid foundation: as a content brand, Netflix is one of the strongest media brands of all in Germany, with high organic relevance through originals that regularly set cultural talking points.
Content: global originals, German productions and live events
Netflix relies on a clear content strategy that rests on three pillars:
Global originals: Netflix invests several billion US dollars annually in originals that are available exclusively on the platform. Series like Stranger Things, Wednesday, Bridgerton, Squid Game or The Crown have made Netflix productions a worldwide cultural phenomenon. These flagships are decisive for new sign-ups and loyalty, and make Netflix ad placements particularly attractive because they are delivered in highly relevant, attention-grabbing environments.
German originals: in Germany, Netflix produces its own content that has found international attention: the mystery series Dark is considered one of the most praised German TV productions of all. Added to this are series like Barbarians, Kleo or How to Sell Drugs Online (Fast), as well as documentaries and comedy specials with German artists.
Live events: Netflix is increasingly expanding into live entertainment. Boxing matches, WWE events and NFL games (in the US) mark the entry into the sport streaming market. For Germany, Dynamic Ad Insertion (DAI) for live content will be rolled out from 2026, a strategically important step that further upgrades Netflix as an advertising platform. Live events drive real-time engagement and create new possibilities for sponsoring and context-sensitive advertising.
Pricing model: three tiers, clear differentiation
Since November 2022, Netflix has offered an ad-financed entry tier in Germany. The current model looks as follows:
At 4.99 EUR, the ad tier is the cheapest entry point, and at the same time the channel via which Netflix builds its advertising business in Germany. Users in the ad tier see an average of 4 to 5 minutes of advertising per hour, placed before and during the content. The premium package is the only one that allows simultaneous use on four devices as well as 4K streaming, and targets households that use Netflix as their primary TV replacement.
Advertising on Netflix: reach and targeting
Reach in Germany
Worldwide, Netflix reaches more than 190 million active viewers monthly via its ad-financed tier (MAVs, Monthly Active Viewers, Netflix Ads 2025). In Germany, the ad tier records the strongest growth of all surveyed European markets in 2025: plus 44% in usage time within six months. The platform thereby increasingly positions itself as a serious CTV channel with linear TV reach, and significantly higher attention than classic broadcasters.
New formats and live advertising
For 2026, Netflix announces interactive ad formats, partly AI-generated and tailored to the viewing interests of users. Dynamic Ad Insertion (DAI) for live events is currently being tested in Germany and is to be fully rolled out in 2026, which opens up real-time advertising possibilities around sports events and live entertainment. Netflix has set the goal of doubling its global advertising revenues in 2025.
Conclusion: Netflix as a premium content and advertising platform
Netflix is more than a streaming service. It is the strongest content brand in the global streaming market. With a market share of 25% in Germany, the fastest growth in the ad-financed segment and an in-house ad-tech platform, Netflix is consistently expanding its second revenue lever. The strength of Netflix advertising lies not in shopping data like Amazon, but in advertising impact: high attention, emotionally involved audiences and an environment that creates culturally relevant content that people consciously switch on. Anyone who wants to combine reach with a premium content context finds in Netflix a CTV channel that will further gain relevance for advertisers in 2026 with interactive formats and live ad integration.