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tv market data TV Market Data / Online Video Usage in Germany (2009)
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October 2009 | External LinkComscore
PDF Document German Online Video Usage (August 2009)
 36 Million German Internet Users Viewed More Than 6 Billion Videos Online in August 2009

ComScore has released data from the comScore Video Metrix service, indicating that 35.7 million German Internet users viewed at least one video online in August 2009, up 38 percent versus the previous year.

According to comscore, Google sites remain the most popular online video destination in Germany. Driven by the popularity of YouTube.com (which accounted for 99.5 percent of all videos viewed on the property), Google Sites grew 45 percent versus year ago to further solidify its position as the leading online video viewing property in Germany. Universal Music Group ranked second with 10.6 million viewers (up 19 percent), followed by two German properties, ProSiebenSat1 Sites and RTL Group Sites, which attracted 10.6 and 5.6 million viewers respectively. Deutsche Telekom had the fastest rate of growth among the top ten video properties, growing 495 percent during the past year to 3 million viewers in August 2009.

Top German Online Video Properties by Total Unique Viewers (000)*
August 2009 vs. August 2008
Total Germany – Age 15+, Home & Work Locations**
Source: comScore Video Metrix
Property Aug-08 Aug-09 % Change
Total Unique Viewers 25,958 35,745 38%
Google Sites 16,652 24,125 45%
Universal Music Group 8,879 10,609 19%
ProSiebenSat1 Sites 4,007 10,565 164%
RTL Group Sites 4,449 5,644 27%
Fox Interactive Media 1,342 4,440 231%
Microsoft Sites 1,915 3,972 107%
Axel Springer AG 1,083 3,491 222%
MEGAVIDEO.COM 2,090 3,067 47%
Deutsche Telekom 504 2,997 495%
Amazon Sites 797 2,223 179%

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
**Excludes Internet activity from public computers such as Internet cafes or access from mobile phones or PDAs.

178 Online Videos per Viewer in August
Germany’s 36 million online video viewers watched 6.4 billion videos in August 2009, an average of 178 videos per viewer. Google Sites was also the top-ranked video property by videos viewed with 2.8 billion, representing 43 percent of the German online video market. ProSiebenSat1 Sites ranked second with a 2.6 percent share, followed by Megavideo.com (1.6 percent share), and RTL Group Sites (1.3 percent share).

Top German Online Video Properties Ranked by Total Videos Viewed*
August 2009
Total Germany – Age 15+, Home & Work Locations**
Source: comScore Video Metrix
Property Videos (000) Share of Videos (%) Videos per Viewer
Total Internet : Total Audience 6,369,541 100.0% 178
Google Sites 2,759,630 43.3% 114
ProSiebenSat1 Sites 163,764 2.6% 15
Megavideo.com 101,604 1.6% 33
RTL Group Sites 81,269 1.3% 14
Universal Music Group 65,590 1.0% 6
Microsoft Sites 36,086 0.6% 9
Axel Springer AG 28,429 0.4% 8
Deutsche Telekom 19,989 0.3% 6
Marquard Media AG 19,475 0.3% 28
Fox Interactive Media 18,812 0.3% 4

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
**Excludes Internet activity from public computers such as Internet cafes or access from mobile phones or PDAs.

Other notable findings from August 2009 include:

  • German online video viewers spent an average 16 hours per viewer watching videos during the month (up 86 percent versus previous year).
  • The heaviest viewers of online video are males between the ages of 15-24 who watched approximately 24 hours of online video per person in August.
  • 24 million viewers watched 2.7 billion videos on YouTube.com (115 videos per viewer)
  • Females over 55 on average watched 105 videos on YouTube.com in Germany, compared with males over 55 who watched 75 videos on YouTube.com during the month.
  • The average online video duration was 5.3 minutes in Germany in August 2009 (23 percent longer than the average duration in December 2008).




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