- The Smart TV is the most important streaming device: 67% of SVoD usage time falls on the TV screen. Connected TV is thereby the central medium for digital video content in German households (SevenOne Media, Media Activity Guide 2025).
- Moving image on the internet is growing strongly: the daily online video reach rose to 56% in 2025, an increase of 5 percentage points compared with 2024 (ARD/ZDF media study 2025).
- The ARD and ZDF media libraries record the strongest reach growth: both media libraries reach 61% of the German-speaking population each in 2025, a gain of 9 percentage points each over the previous year (ARD/ZDF media study 2025).
- Streaming replaces linear TV for 61% of Germans: in a European comparison, Germany is among the countries with the most advanced streaming behavior, and the Smart TV is the preferred device for it (Simon-Kucher Global Streaming Study 2025).
The living room as streaming hub
German usage behavior for digital video changed decisively in 2025: not the smartphone but the Smart TV is the primary device for streaming. According to the Media Activity Guide 2025 by SevenOne Media, 67% of total SVoD usage time falls on the TV screen. 88% of all internet-capable TV devices are now actually connected to the internet, compared with 87% the previous year and only 83% in 2023. Connected TV has thus become the norm in Germany.
This trend has direct consequences for the advertising industry: streaming on the big screen, in a relaxed lean-back posture and with the sound switched on, offers a quality of attention that no other digital format reaches.
Online video: daily reach jumps to 56%
The ARD/ZDF media study 2025 documents a significant increase in daily online video usage: 56% of the German-speaking population watch moving image on the internet daily, 5 percentage points more than the previous year (2024: 51%). Online video is thus the fastest growing usage format in the digital area.
The age difference is strongly pronounced: among 14 to 29 year olds, the daily online video reach is 85%, among 30 to 49 year olds 74%. But even among 50 to 69 year olds it is 43%, an age group that hardly consumed online video just a few years ago. This shows that the Smart TV as a familiar device has considerably lowered the barrier to digital video content: access to streaming services and media libraries is intuitive on a television, no getting used to it, just more content.
The surprising winners of 2025: ARD and ZDF media libraries
The biggest winners of the German streaming year 2025 are not Netflix or Amazon, but the public broadcasting media libraries. According to the ARD/ZDF media study 2025, the reach of the ARD media library rose from 52% (2024) to 61% (2025), a gain of 9 percentage points. The ZDF media library likewise climbed from 52% to 61%. These are the strongest gains of all streaming providers in the German market during this period.
These figures match the AGF streaming data 2025: the ARD media library leads the ranking by streaming hours used in Germany, ahead of Netflix and Amazon Prime Video. Free of charge, high-quality programming and the familiar brand recognition of the public broadcasters are clearly a strong asset in times of growing subscription price fatigue. SVoD services like Netflix (around 51% reach, Media Activity Guide 2025) and Amazon Prime Video (53%) hold stable positions, but measured by usage intensity the public broadcasting offering has clearly caught up.
Streaming vs. linear TV: Germany takes the step
Germany was long considered particularly loyal to linear television. In 2025 a clear rethink is visible: according to the Simon-Kucher Global Streaming Study 2025, 61% of German streaming users state that streaming services replace classic television for them personally, one of the highest values in Europe. 38% even describe linear TV as having become irrelevant to them.
60% of total streaming time in Germany falls on paid subscriptions, which conversely means that every third German uses ad-financed streaming services.
Conclusion: the Smart TV as the pivotal point
The picture of German video media usage in 2025 is clear: the Smart TV takes center stage. Streaming is mainstream, and Connected TV is the preferred device for it. With strong reach gains, the ARD and ZDF media libraries have established themselves as serious players alongside the international SVoD giants. Linear TV continues to lose relevance, even though it still binds high usage time, especially in older age groups, and remains indispensable in particular for live events. And the growth of ad-financed offerings creates new, high-quality CTV reach, on a device that delivers attention like no other digital format.