Observed Signal · Sep 11, 2026 · Market Research · Source: Meedia · Impact: 2/5 · Sentiment: Positive
Postbank Digital Study 2026: Streaming Mainstream in Germany
According to the Postbank's 'Digital Study 2026', streaming has become mainstream in Germany, with 72% of households using at least one paid streaming service. The study, based on a survey of 3,050 people conducted in April and May, reveals generational differences: 90% of 18-39-year-olds use paid streaming, compared to 63% of those over 40. However, heavy usage hours are similar across age groups, with about 10% in both demographics streaming over 15 hours weekly. The market is moving towards a 'modular system' where households combine multiple subscriptions: 46% pay for two or more services, and over 20% pay for three or more. The study highlights streaming's growing role in everyday media consumption across all age groups.
News about a consumer market study on streaming adoption in Germany; relevant to media consumption trends but not a direct AdTech or MarTech event.
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Key Takeaways & Evidence Grounding
- 72% of German households use at least one paid streaming service.
- 90% of 18-39-year-olds and 63% of those over 40 use paid streaming.
- 46% of households subscribe to two or more streaming services.
- 10% of both younger and older users stream more than 15 hours per week.
- Postbank surveyed 3,050 people for the study.
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