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Kagan: Amazon Prime leads Netflix in Germany and Austria

Amazon Prime Video is the leading SVOD provider in Germany and Austria, the only markets in Western Europe where Netflix is not ranked first by subscriber numbers, according to Kagan research.

The S&P Global Market Intelligence research group found both Germany and Austria to have have low over-the-top video adoption than elsewhere in Europe and claimed that while Amazon leads in these markets in terms of users, Netflix is “closing the gap each year”.

“In Germany, a preference for free-to-air TV coupled with a strong broadcasting sector has kept OTT adoption lower than in the UK and the Nordics,” according to the research.

“Competition among SVOD players has gained momentum, though, and the revenues from SVOD are expected to grow from US$593 million in 2017 to US$970 million in 2022.”

In Austria, Kagan attributed the low adoption of OTT to an “under-penetrated fixed-broadband and multichannel sector”.

In both Germany and Austria Netflix is priced at €10.99, while Amazon Prime and local player Maxdome costs €7.99. Other more niche services available in these markets include UFA Film in Germany and Shudder in Germany and Austria.

Other countries looked at in the report included Spain and France, where market leading Netflix faces competition from SVOD providers like: HBO España, FlixOlé and Rakuten TV in Spain; and CanalPlay, SFR Play and Amazon Prime Video in France.

Kagan estimates that Spain’s SVOD market generated US$83.1 million in revenues in 2017 with a ratio of SVOD subscriptions to broadband homes of 7.5%. In France it said that SVOD services earned US$304.5 million in 2017, a figure that Kagan expects to grow at a CAGR of 14% in the next five years.