Germany's combined pay-TV and video-on-demand market generated EUR 5.5 billion (~$6.1 billion) in 2025, flat against 2024 and below the EUR 5.8 billion (~$6.4 billion) forecast, according to industry association VAUNET. The projection for 2026 is EUR 5.6 billion (~$6.2 billion), a modest 1.8% increase driven entirely by the SVoD segment while traditional pay-TV declines slightly. The paradox: subscription numbers keep rising (pay-TV subscriptions hit 15.8 million in 2025, up 600,000 year-on-year, and streaming subscriptions are expected to surpass 26 million in 2026 for the first time) while revenue stagnates, reflecting market fragmentation as more providers launch cheaper tiers and premium packages decline. ProSiebenSat.1's Joyn platform now reaches 12 million viewers as an ad-supported aggregator.
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