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Sports streaming · Willingness to pay · Germany 2026
Willingness to pay for sports streaming
85% of people interested in sport in Germany are willing in principle to pay for a streaming service that offers exactly the content they want. 52% already spend €20 or more a month on streaming subscriptions. Surveyed on 24 and 25 April 2026 among 1,228 people interested in sport in Germany.
85%are willing in principle to pay for the service they want
52%spend €20 or more a month on streaming
69%would be likely to subscribe for their favourite team
The short answer
Sports fans in Germany are willing to pay, and most already do. 85% would pay for a streaming service that offers exactly the content they want. 52% already spend €20 or more a month on streaming subscriptions.
The fan’s own team is a strong lever: 69% say they would be likely to take out a sports streaming subscription if their favourite club or national team is shown there regularly.
Three key figures, free to cite
Source: ONE8Y Database. Sample, period and question are given with every figure.
| Key figure | Value | Sample | Fieldwork |
|---|---|---|---|
| Are rather or very willing to pay for the streaming service they want | 85% | n = 1,228 people interested in sport in Germany | 24–25 April 2026 |
| Spend €20 or more a month on paid streaming subscriptions | 52% | n = 1,228 people interested in sport in Germany | 24–25 April 2026 |
| Would be likely to take out a sports streaming subscription if their favourite team is shown | 69% | n = 1,228 people interested in sport in Germany | 24–25 April 2026 |
Source: ONE8Y Database, statistic General willingness to pay for a desired streaming service in a country comparison (ID 07453-2026-P). Sample: n = 1,228 people interested in sport in Germany (top 2 on a 4-point scale). Fieldwork: 24–25 April 2026. Question: “How willing are you in general to pay for a streaming service that offers exactly the content you want?”
Source: ONE8Y Database, statistic Monthly spending on streaming subscriptions in a country comparison (ID 07447-2026-P). Sample: n = 1,228 people interested in sport in Germany (top 2 on a 4-point scale). Fieldwork: 24–25 April 2026. Question: “How much do you spend monthly in total on paid streaming subscriptions?”
Source: ONE8Y Database, statistic Favorite team as a driver for sports streaming subscriptions in a country comparison (ID 07456-2026-P). Sample: n = 1,228 people interested in sport in Germany (top 2 on a 4-point scale). Fieldwork: 24–25 April 2026. Question: “How likely are you to subscribe to a sports streaming service if your favourite team is regularly shown there?”
Each figure combines the two positive answers (“rather” and “very”); for spending, all bands from €20 upwards.
Every spending band, four countries: in the Database
Monthly spending on paid streaming subscriptions, April 2026
| Spending per month | Germany | Netherlands | Spain | France |
|---|---|---|---|---|
| €20 or more (total) | 52% | in the Database only | in the Database only | in the Database only |
| €50 or more | in the Database only | in the Database only | in the Database only | in the Database only |
| €40–49 | in the Database only | in the Database only | in the Database only | in the Database only |
| €30–39 | in the Database only | in the Database only | in the Database only | in the Database only |
| €20–29 | in the Database only | in the Database only | in the Database only | in the Database only |
| … and four more bands below €20, plus “I pay nothing for streaming” | ||||
The Database holds the full distribution for Germany, the Netherlands, Spain and France, plus drivers, barriers and reasons for cancelling from the same survey.
What the Database answers on this topic
Each question leads to the statistic. The values are in the Database.
- What drives willingness to pay: price, convenience, exclusivity or sport?ID 07454-2026-P · n = 4,860 · April 2026
- What keeps fans from spending more on streaming?ID 07455-2026-P · April 2026 · four countries
- How likely is a new streaming subscription in the next six months?ID 07450-2026-P · April 2026 · four countries
- Why do subscribers cancel their streaming subscription?ID 07452-2026-P · April 2026 · four countries
- Which advertising formats do fans accept in sports streaming?ID 07443-2026-P · April 2026 · four countries
- How many use paid streaming subscriptions?ID 07449-2026-P · April 2026 · four countries
- Do fans in Spain spend more on streaming than fans in Germany?ID 07447-2026-P · n = 4,860 · April 2026
How it is measured
The method behind the figures on this page
1 wave, 4 countries24 and 25 April 2026. 4,860 people interested in sport, 1,228 of them in Germany.
Who is surveyed
People interested in sport: respondents who rate their interest in one of the top two boxes of a 4-point scale.
What is measured
Willingness to pay in principle on a 4-point scale, current monthly spending in bands and the likelihood of subscribing. All answers are self-reported.
Margin of error
With about 1,200 respondents, the calculated margin for a single value is up to ±3 points (95%, assuming a simple random sample).
ONE8Y designs and analyses its surveys in-house. Fieldwork runs online via access panels. Every statistic in the Database states sample, survey period and the exact question wording.
Frequently asked questions
Are fans willing to pay for sports streaming?
Yes. 85% of people interested in sport in Germany are rather or very willing to pay for a streaming service that offers exactly the content they want. Source: ONE8Y Database, n = 1,228, April 2026.
How much do fans spend on streaming today?
52% of people interested in sport in Germany spend €20 or more a month on paid streaming subscriptions. The distribution across all bands is in the Database. Source: ONE8Y Database, n = 1,228, April 2026.
Do fans subscribe when their favourite team is shown?
69% of people interested in sport in Germany consider that rather or very likely. Source: ONE8Y Database, n = 1,228, April 2026.
What influences willingness to pay for streaming?
ONE8Y asked about seven factors: ease of use, exclusivity of content, a free trial period, recommendations, sport, technical quality and value for money. The ranking is in the Database.
Does willingness to pay differ between countries?
ONE8Y asked the same questions in April 2026 in Germany, the Netherlands, Spain and France, among 4,860 people interested in sport in total. The country comparison is in the Database.
Where can I find more data on willingness to pay in sport?
In the ONE8Y Database. It holds more than 120 statistics on streaming and more on willingness to pay and spend, covering football, handball, ice hockey and triathlon, among others. Access starts with the free package.
Every band, every country
The Database holds more than 120 statistics on streaming, with country comparisons, generations and time series.