September 29, 2025, 2:14 pm | Read time: 3 minutes
The era when a streaming subscription would last for years seems to be over. More and more users are regularly switching providers or canceling altogether. A recent study reveals why this is happening—and what strategies platforms now need to develop to retain their customers.
Study: Streaming Subscriptions
The German streaming market continues to grow, but the growth is slowing—and challenges are increasing. A new study by TH Köln and Bauhaus University Weimar, which surveyed 1,030 people in June 2025, shows: On average, customers use about two and a half streaming services simultaneously. However, their willingness to pay is limited—most do not want to spend more than 28 euros per month.
“In the competition, streaming providers must increasingly focus on retaining their customers,” says Prof. Dr. Christian Zabel from the Schmalenbach Institute at TH Köln.
Many Cancel Intentionally–and Regularly
A key finding of the study: The willingness to switch is high. A quarter of respondents have canceled at least one subscription in the past year—often because it was only taken out for a specific series or movie. Services like Disney+, Paramount+, or WOW are particularly affected: More than 20 percent of current subscribers are considering canceling their subscription in the next 12 months.
In contrast, Netflix and Amazon Prime Video appear relatively stable. Their cancellation rates are below 10 percent. Amazon stands out in particular: Over 80 percent of Prime Video users have been subscribers for more than two years. For Netflix, this applies to at least 65 percent of respondents.
Introductory Offers and Advertising Influence Decisions
According to the study, price promotions have a significant impact on user behavior. Fifty-seven percent of respondents say that affordable introductory offers play a decisive role in choosing a service. At the same time, nearly 40 percent have already canceled a subscription due to a price increase.
Ad-supported streaming models are also gaining importance. “Although these ad-supported streaming offers have only been on the market for a relatively short time, they already account for half of all contracts on average,” explains Prof. Dr. Reinhard Kunz from Bauhaus University Weimar.
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Video Streaming Services in a Comprehensive Comparison
Bundle Offers as Customer Magnets
Another means of customer retention: package solutions. While 62 percent of subscriptions are individual contracts, smaller providers like Paramount+ or RTL+ are often part of bundle offers with internet or TV contracts.
According to the study, there are hardly any significant differences in content between the platforms. Overall satisfaction with the offerings is similar, although Disney+ and WOW perform slightly worse.
Content No Longer a Decisive Factor
There are also only minor differences between providers in terms of content currency and the quality of original productions. Smaller platforms like Joyn+ or Paramount+ focus on individual series to position themselves. This strategy allows for targeted engagement with specific audiences.
In terms of value for money, RTL+ performs best according to the study, while WOW ranks last. Overall, the survey shows that content alone is no longer sufficient to compete. What matters is how cleverly pricing, advertising, and additional offers are combined.