Netflix no longer the leader? Interest of the Germans shifts significantly
So far, the thing was actually clear – Netflix is the front runner, only then comes the rest. But is this still the case at the moment? The latest figures from the JustWatch website suggest a shift in interests. Accordingly, a competitor is currently enjoying greater popularity.
JustWatch: Amazon Prime Video is more interesting for Germans than Netflix
The latest numbers from JustWatch hold a surprise. So far, Netflix has been considered the top streaming provider there, but in the past quarter (January to March 2022) the picture in Germany has changed. As of now, Amazon Prime Video takes over the crown at JustWatch and Netflix is relegated to second place, measured by the respective interest in the two services (source: JustWatch). Specifically, it is 31 percent at Amazon and 30 percent at Netflix. If you don’t know yet: JustWatch is a kind of database for streaming friends, all current content from the providers can be filtered there according to various criteria.
The difference may be marginal, only a one percent difference, but the symbolism behind it weighs heavily. After all, the numbers from JustWatch also point to a current problem for Netflix. The service is currently fighting massively for its subscribers, recently had to accept a real loss among paying customers for the first time in 10 years. A trend that is likely to intensify, as Netflix management fears. After all, you want to counteract this with quality.
Sky is another big loser among German JustWatch users. With a 7 percent share, it is still ahead of Apple TV+ (5 percent), but like Netflix it is continuously losing user interest in JustWatch. While Disney+ is also losing, it only crashes to the level of the third quarter of 2021. But with 18 percent, third place is still firmly in the saddle.
background thoughts
Good to know in this context: Amazon Prime Video will probably benefit in the long term from customers who are less willing to switch, and most of them will probably buy an annual package right away. With Netflix and Disney+, on the other hand, you are more flexible and opt for or use the monthly model. Customers simply pause for a certain time and do not subscribe to the service for several months. Ergo: Interest in the content is falling, something that providers like JustWatch can then understand.
Prime Video is just one part of Amazon’s larger Prime offering:
The following applies: In the end, customers will pay more attention to the prices. With the large number of streaming services, you will not want to take advantage of all offers at the same time. You can get Amazon Prime Video as part of the larger Prime offer for the whole year, but the remaining services are increasingly only available alternately for one or a few months.
