The market for television and streaming is currently in a state of upheaval. In the past, people subscribed to streaming services such as Netflix in order to be able to watch their films and series without advertising and at any time. Almost all streaming services now offer discounted rates with advertising. Amazon has even made advertising on Prime Video the standard. The industry is changing and people are particularly worried in Germany.
The industry association Vaunet warns that the market for advertising on linear television will probably see a decline of 7% in 2025. Only 3.3 billion net sales would remain. In direct comparison, the advertising market in streaming is expected to grow by 15% – to 1.9 billion euros. This development is likely to continue in the coming years. In general, according to Vaunet, households are seeing increased demand for audiovisual media content. However, the growth is not taking place in radio or television, but in paid streaming and advertising on platforms such as Prime Video, Disney+ or Netflix.
This worries Vaunet because it would result in a further concentration of power among Big Tech companies, which generally come from the USA. In the wake of these market developments, it is becoming more and more urgent that European providers have to do something to counteract this. On top of that, people are waving their hand at politics and would also like to see stronger platform regulation.
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