The latest media usage study by Deloitte shows a seemingly contradictory picture: streaming is booming - but growth is reaching its limits. Clear trends and strategic implications can be derived from this for the film and media industry in Germany.

Usage increases, market saturates

According to Deloitte, subscription video-on-demand (SVoD) continues to be the most dynamic area of media consumption. A significant proportion of those surveyed stated that they use streaming services more intensively than in the previous year. This is driven in particular by expanded content in the sports and documentary sector as well as an overall high variety of offerings.

At the same time, however, there is clear evidence of saturation: The number of subscriptions per household is stagnating. The proportion of households with streaming subscriptions is not growing either. More usage therefore does not automatically mean more sources of revenue from new subscriptions.

Four reasons for subscription stagnation

Deloitte identifies several reasons for this development:

• The market is largely developed, new target groups are difficult to win over
• Large platforms already cover the majority of content requirements
• Price increases and economic uncertainty limit willingness to pay
• Flexible cancellation models promote short-term use instead of long-term commitment

For providers, this means that competition is shifting from user acquisition to user retention - and to the battle for attention within existing subscriptions.

Linear television remains more stable than expected

Despite strong competition from streaming, traditional television is only slowly losing importance. The majority of respondents continue to state that they spend the majority of their viewing time watching linear programmes.

The reasons for this lie primarily in the utilisation situation:

• Television is often consumed on the side
• Fixed programme schemes provide orientation
• Older target groups remain loyal to the linear model

According to the study, an abrupt loss of importance is not in sight. Instead, a coexistence of linear and non-linear offerings is establishing itself.

"As well as" instead of repression

A key finding of the study is the coexistence of different forms of media. Streaming does not replace television, but complements it. For the film industry, this means that traditional exploitation logics remain relevant, but are increasingly being expanded by digital strategies.

Hybrid models - such as parallel or staggered viewing via TV, streaming and other platforms - are becoming increasingly important.

AI: openness meets uncertainty

In addition to usage data, the study also provides insights into the perception of artificial intelligence. The majority of respondents are generally open to AI applications, particularly in the area of information searches.

At the same time, there is a significant problem: many users cannot reliably recognise AI-generated content. This uncertainty could have a long-term impact on trust, media expertise and journalistic credibility.

Implications for the industry

Several conclusions can be drawn from a film industry perspective:

• Content remains crucialespecially exclusive and attention-grabbing content
• Customer loyalty is becoming more important as pure growth
• Older target groups offer potentialespecially in the streaming sector
• Linear evaluation channels remain relevantespecially in Germany
• New bundling models could gain in importance

The central message of the study is that the media market is entering a phase of consolidation. Growth will continue to take place - but no longer through expansion, but through differentiation, quality and the strategic combination of existing offerings.