Zattoo TV-Streaming-Report 2026 for Germany

Berlin, 19 May 2026 – 2026 marks a turning point for TV consumption in Germany: for the first time, the majority of households receive television via the internet. According to the latest Zattoo TV Streaming Report 2026, traditional reception methods such as cable and satellite continue to lose relevance, while internet-based TV reception is growing significantly. Particularly noteworthy: 54 percent use IPTV via TV streaming services. In doing so, TV streaming (OTT) overtakes cable as the single most important TV reception method.

TV streaming becomes the leading mode of reception for the first time

As regards the various modes of TV reception for German households (more than one answer possible on this question), 54 % of households now receive some of their television service via the internet, including through IPTV (21%) and TV streaming services (33%). Traditional modes of reception edged slightly lower: cable admittedly remains stable at 28 per cent, while satellite has however fallen slightly to likewise 28 per cent. This is a new high for internet-based TV reception (up from 45% in 2025), taking the lead for the first time as Germany’s most widely used TV reception method. The shift is even more evident when looking at the primary reception method (single answer): for 31 per cent of households, TV streaming is now the main mode of accessing television programming (up from 25% in 2025), putting it ahead of cable (23%), satellite (22%), and IPTV (19%) for the first time.

Streaming becomes mainstream, with ease of access and choice of content becoming decisive

The typical barriers to the shift to TV streaming have diminished in 2026. The percentage of non-users who perceive streaming as “too expensive” fell from 32 to 23. Likewise, concerns about internet stability and overly complicated set-up each dropped from 11 to 4 per cent.

In addition, the argument that traditional television is sufficient has lost relevance, falling from 45 to 35 percent. As a new development, 10 per cent of non-users cite the sheer number of apps and subscriptions as an obstacle to entry. The barriers are thus recognisably shifting from technical matters to the challenges of navigating an increasingly fragmented streaming market.

Online video offerings continue to grow, with live TV also gaining ground

Live TV remains a core part of media consumption in 2026, increasingly via the internet. The use of live TV via streaming rises from 31 to 36 per cent, making it the fastest-growing category among all internet-based video offerings.

Overall, YouTube remains the most widely used platform for online video content at 59 per cent (2025: 61%). At the same time, broadcaster catch-up services continue to gain relevance, increasing from 48 to 51 per cent. Video-on-demand services also record slight growth, reaching 32 per cent (2025: 29%).

Confidence in linear television remains high: 76 per cent of respondents expect to still be watching live TV in five years’ time.

TV streaming becomes firmly established on television screens

Household use of television sets for TV streaming is increasing: 67 per cent of respondents use a smart TV for this purpose, an increase of two percent- age points over the previous year. Usage on other devices remains signifi- cantly lower: 28 per cent stream via laptop or PC, 28 per cent via smartphone, and 23 per cent via tablet. This firmly establishes the smart TV as the central device for TV streaming.

Streaming becomes more flexible and uncoupled from providers

More and more users are embracing flexible streaming habits: 28 per cent have adopted the habit of short-term subscriptions to streaming services, perhaps to watch a specific series, film, or sporting event (up from 25% in 2025). Price pressure is edging up slightly: 19 per cent of respondents cancelled a streaming subscription in the past year due to cost (2025: 17 %). Among those cancelling, 43 per cent switched to cheaper services (2025: 45 %), while 17 per cent use free alternatives (2025: 20 %).

Provider loyalty is also declining overall: 32 per cent express no clear provider preference (2025: 29%), and around a quarter can imagine switching their TV provider within the next twelve months (2025: 24 %).

Conclusions

The year 2026 marks a turning point for the German TV market: for the first time, the majority of respondents receive television via the internet, and TV streaming overtakes cable as the most important single mode of reception. TV streaming is becoming the first choice for many households, as cable and satellite continue to lose ground.

At the same time, streaming usage itself is evolving: users are switching more readily among providers, subscription periods, and plans. The challenge thus shifts from technological obstacles to difficulties in navigat- ing a fragmented streaming landscape.

Live TV remains relevant while shifting increasingly to a streaming mode.

Tina Rodriguez, interim CEO at Zattoo, explains: “TV streaming has firmly entered the mainstream — and has now overtaken cable as the most widely used TV reception method. Today, the key challenge for users is no longer access to streaming itself, but navigating an increasingly complex landscape of apps and content offerings. This is exactly where Zattoo comes in. Our goal is to significantly reduce this complexity for both Zattoo users and our B2B partners and their customers, making content accessible efficiently, flexibly, and in a user-friendly way across different devices.”

The report is based on an online survey conducted by YouGov on behalf of Zattoo, in which 1,045 people in Germany participated between 6 and 12 February 2026. The results were weighted and are representative of the German population aged 16 to 69. Zattoo has been conducting this annual survey in Germany since 2015. The TV Streaming Report provides insights into current developments in internet and television usage as well as TV streaming trends in Germany. Through this report, Zattoo aims to contribute to the discussion around the growing importance of TV streaming.

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