THE GERMAN MARKET 2020 - Trend Report from Stripchat
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THE GERMAN
MARKET 2020
Trend Report from Stripchat
1
In the fall of 2019, adult entertainment site Stripchat conducted a pioneering study of the
German adult market, surveying nearly 1000 Germans about their relationship with adult
entertainment, including traditional pornography and live entertainment cam sites. It then
compared the data to existing data locally and worldwide.
GENERATION CAM
German cam users are younger, more diverse and spends more than previous
generations.
Nearly half of the live camming audience in Germany is under 24, and nearly 70% are under 34,
a major reversal from traditional porn sites. Those who are 18-24 make up 44.3% of the
camming audience, while those under 34 constitute 69.3% of the total audience. Those over 65
make up just 1.6%
Compare this to a recent study of German consumers by the tube site xHamster, and the
difference is profound. Just 18.6% of the tube site audience is under 24, and 45% is under 34.
Unlike traditional porn sites, cam sites appeal increasingly to younger Germans. A social media
environment heavy on live streaming services like Skype, Apple’s FaceTime and Twitch have
shifted what younger consumers expect out of adult sites.
2
A survey of German users confirms a worldwide trend. Those who enjoy live streaming cam
sites are significantly younger than those who use tube or subscription based sites. As the
younger generation ages, it will demand more interactive experiences, rather than passive
viewing. This will change not only the German market, but the market worldwide.
INCREASED SPENDING
The conventional wisdom that young Germans do not pay for pornography is being reversed. A
new generation of adult entertainment consumers is increasingly willing to spend money on live
cams.
Of those who watch cams, 53% of those under 24 say they spend money on live cams, versus
just 41% who say they spend money on traditional pornography. An astounding 7.9% of those
under 24 say they spend over 1000 Euro a month.
3
GERMAN WOMEN AND CAMS
A similar trend shows that German women are 58% more likely to enjoy live cams than
traditional pornography. 9.7% of respondents to the live sex study showed that were women, as
opposed to just 6.1% of xHamster’s tube site respondents.
(The actual percentage of German women who view these sites is much larger — live cam user
base is over 20% of women. However, women currently do not yet access the site as frequently
as men, and thus fewer overall participated in the study.)
Like young Germans, German women are also much more likely to spend money on high
quality live cams. Over 46.5% of women say they spend more than 100 Euros a month on live
cams, versus 19.7% of men. An astounding 31.4% of German women say they spend over
1000 Euro, versus just 4.12% of men.
While they currently make up a smaller segment of the market, we see that changing. The
future is female!
4
WHAT DO GERMANS WATCH?
Germans watch much of the same content as the rest of the world, but when given the
choice, German-made content.
MILF and teens continue to reign supreme for German consumers, and are tied for the top
category, reported as favorites by over 53.3% of Germans who view adult content.
Asked to choose their top five porn categories, Germans preferred:
● Live Cams (48.4%)
● Lesbian (41.5%)
● Amateur (40%)
● Public Sex (27.5%)
● Incest (16.3%)
5
However, some content is more popular in certain regions than others.
Baden-Württemberg MILF
Bayern Teen
Berlin Live Cams
Brandenburg Teen
Bremen Teen
Hamburg MILF
Hessen MILF
Niedersachsen Live Cams
Mecklenburg-Vorpommern Live Cams
Nordrhein-Westfalen MILF
Rheinland-Pfalz MILF
Saarland MILF
Sachsen Teen
Sachsen-Anhalt MILF
Schleswig-Holstein Teen
Thüringen Teen
Stripchat also asked users whether they preferred German produced pornography to other
pornography. 55% of respondents said the origin country of the pornography or performer did
not matter to them, while 30% said they preferred content produced in Germany.
6
However several regions were particular about content produced in Germany.
1. Brandenberg (44.4%)
2. Niedersachsen (42.5%)
3. Mecklenburg-Vorpommern (42.1%)
4. Sachsen-Anhalt (34.6%)
5. Nordrhein-Westfalen (33.5%)
On the other hand, many regions rejected German porn. Below, the regions and the percent
which prefered porn from other countries:
1. Bremen (29.4%)
2. Hamburg (26.7%)
3. Berlin (20.3%)
4. Saarland (20.0%)
5. Baden (18.3%)
GERMAN CONCERN ABOUT SEX
Germans show more concern about their adult content habits, which may lead to
increased desire to censor material at the government level.
While a progressive country sexually, many Germans expressed concern or shame about the
type of adult content they viewed. About 47% of German cam viewers said they were at least
occasionally embarrassed about the type of content they viewed.
7
Residents of Berlin and Hamburg were the most likely to express embarrassment about the type
of content they viewed, while Sachsen and Brandenburg were the least concerned.
Further, about 16.7% of Germans said cam viewing had caused problems in their relationship.
Saarland, Bremen, Hamburg and Berlin were most likely to say that their viewing patterns had
caused relationship issues.
8
CENSORSHIP
A shocking 17% of German cam users feel that the government should further restrict adult
content. However, the desire to employ government censors to limit access to adult content was
felt most strongly among those German regions which expressed the highest rates of
embarrassment about the type of content they watched. 36.76% of Berlin residents and 36.67%
of Hamburg residents supported more government restrictions.
9TECHNOLOGY
While it’s not a surprise that adult entertainment has moved to smartphones, the rapidity with
which it has done so is shocking. Only a third of German consumers use a desktop to watch live
cam shows. More than half of German cam users (54.7%) use a smartphone to watch cam
shows, with another 10.9% use a tablet.
The divide is even more stark with younger generations. Just 18.7% of Germans under the age
of 24 use a desktop to watch cams, and 71.7% use a smartphone. As this population ages,
desktops — once the dominant mode of adult consumption — will likely fade to an afterthought.
As consumption moves to the phone, so does production. Mobile phone formats, orientation and
messaging will increasingly become the default mode of the market.
10RECOMMENDATIONS
For a healthy, thriving adult community, adult producers should look to the future.
● The German adult entertainment market should focus more strongly on interactive live
shows, rather than more traditional pornography. After a decade of decline, the new,
younger generation of viewers has shown willingness to spend large amounts of money
if they are provided a unique experience.
● The German market should take women seriously as consumers. They are more likely to
demand high quality content, and are much more willing to spend money on it. A recent
survey by xHamster predicted that women would reach over 30% of the total adult
market by the end of 2019. However, few companies cater to them.
● Highly local content sells in Germany, as well as other countries. Since professional
production is not always feasible in every country, we must empower and encourage
local performers and amateur producers if our markets are to thrive. Those who focus
only on the US or global markets are leaving revenue on the table.
● Mobile technology is king. Adult companies must move from making sure broadcasts
work for mobile, they must understand that mobile is the default consumption mode, both
for consumption and for broadcast.
● A significant percentage of users have conflicts over sex and sexuality.* The adult
industry has a responsibility and incentive to help those understand their feelings and
deal with issues like religious shame. Those who are most likely to feel conflict are most
likely to want to block or censor adult material.
For more information, in-dept data or custom graphs or artwork, please contact Max Bennet -
max.bennet@stripchat.com.
*Stripchat has recently launched innovative therapist sessions for cam viewers in the US, connecting them with
scientific, non-judgemental information about sex and sexuality. The response has been significant, and based on the
results of this study, expansion of the program into Germany is warranted.
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