Skip to the content

Amazon Bucks the Trend of Netflix Video Leadership

Home Video Market Research, Analysis and Commentary

09 Jan 2018 - According to the latest Video Insights Report from Futuresource Consulting, the German digital entertainment market is at a pivotal point for rapid transformation, with significant unrealised potential in the sector.

The time is certainly ripe for further digital transformation of the video entertainment market. A disappointing 2017 for the traditionally robust packaged video sector has been partly offset by strong transactional digital video growth. Futuresource forecasts that the total video consumer spend will reach almost €8.5 billion in total in 2017, meaning it has expanded by over €1 billion in 4 years. A thriving digital video sector and rebounding box office have been key to 2017's positive performance.

Amazon is the consumers' service of choice and its growing significance is evident across a range of sectors. Futuresource estimates that in 2015 Amazon's total digital video sales equated to approximately €85 million, ramping up to over €260 million in 2017.

"Amazon was initially slow to develop its digital home strategy in Germany, especially compared to its aggressive promotional tactics in the UK and the USA. It now has an opportunity to expand its digital entertainment footprint and stronghold across Germany," commented David Sidebottom, Principal Analyst at Futuresource Consulting.

The firm is also seen to be raising the stakes further by investing in locally produced content, together with the launch of Amazon TV Channels. Combined with an aggressive device strategy including Fire TV and Echo, Amazon remains in a strong position to drive further digital video growth.

"Both Amazon and now Netflix are driving the SVOD in this ripe market," continued Sidebottom. "Netflix in its very unusual market follower position had its strongest year to date, partly due to embracing cable partnerships. Yet, in terms of achieving a pole position in the near to medium term, this is extremely unlikely."

The Futuresource report dives deeper into the apparent competition between Amazon and Netflix and states that there is strong overlap in their customer base. The limited overlap in content and further push on exclusive and original content means that this overlap between the two services will continue to be evident for the foreseeable future.

The Video Insights Series covers over 20 countries worldwide. Each report reviews the overall video entertainment market, assessing the impactors and drivers as the sector transitions to digital. Key areas of coverage include: Packaged home video; DVD & Blu-ray (sell-through and rental); Pay-TV VoD; Online Video; Electronic sell-through; iVoD and subscription online video; Subscription Pay-TV and Box office.


Futuresource Consulting is a specialist research and knowledge-based consulting company, providing organisations with insight into consumer electronics, digital imaging, entertainment media, broadcast, storage media, education technology and IT. With a heritage stretching back to the 1980s, the company delivers in-depth analysis and forecasts on a global scale, advising on strategic positioning, market trends, competitive forces and technological developments. 

Authorised use of information All information provided by Futuresource in any form is proprietary information that belongs to Futuresource and is protected by UK and international copyright law. Except as outlined below, direct or indirect reproduction of information, in whole or in part and by any means, is prohibited without the express written consent of Futuresource. 

Members of the press may use a press release in its entirety or take segments from it as necessary; they may also use a graph, a slide, or a section of a supplied research report less than fifty words long, provided all text is identified as "Source: Futuresource Consulting" and all graphics are credited with "Futuresource Consulting, copyright 2019".

Futuresource Reports Enquiries:

Leon Morris

Futuresource Media Contact for Industry comment, Forecasting and Trends:

Nicola Finn

To view all our latest reports, please visit our Reports Portal here >>