The German Advertising & TV Market – RTL’s Big Shift

We often focus on the US and UK ad markets and overlook others like Germany, but perhaps we shouldn't.

Here are a few key stats:

It's the 5th largest ad market globally. Linear TV still dominates with 80% reach and 60% of total video consumption. BVOD is booming – 59% reach, now central to Germany’s hybrid TV market. YouTube’s reach is just 10% of BVOD’s, per AGF (Germany’s JIC).

So, how is Germany’s biggest player adapting?I spoke to Carsten Schwecke, CCO at RTL, and Frank Vogel, CEO of Ad Alliance. RTL, the world’s largest non-US commercial broadcaster, is repositioning as a streaming-first media company. That’s a bold move — especially in a country where linear is still strong. btw - not sure I've heard a broadcaster call themselves a "streamer"?! But RTL+ (its streaming platform) is growing fast. Data from Marion Ranchet - A recent deal with Sky Germany will make it the third-largest streamer, and when combined with RTL’s linear dominance, likely the #1 TV company in Germany. Their tiered hybrid model means all subscribers pay — lower tiers just see more ads. RTL isn’t abandoning linear — they’re protecting it while investing heavily in digital. That includes content, tech, and collaboration (though their partnership with Pro7 is currently “on pause” after Pro7 moved to FreeWheel). Carsten speaks openly to this in the interview.

Interestingly, RTL now sees Amazon, YouTube, and Netflix as its main competitors — not other broadcasters. That mindset shift is happening across the organisation.

As Carsten noted, advertisers are coming back to the big screen. Making it as easy to buy TV as digital is now the goal. 2025 might just be the year of simplification in TV. Right, James Rooke!?

Both interviews are below.

Special thanks to Carine Jean-Jean and Stephane Coruble for enabling these chats. Uschi Durant for the data. And Jan Kappel Kathrin Müller for all their support.