DISCOVER NOW Other ways that Germans watch TV Long-term trend in video usage ALTERNATIVE FORMS OF TV VIDEO IS KING Connected TVs are becoming mainstream NOT JUST FOR TECHNOLOGY NERDS MISSED A SHOW? VIDEOS TO GO Free online video usage on YouTube, broadcaster VOD, and other platforms Mobile video usage on smartphones and tablets SUBSCRIPTION- BASED ONLY Netflix and Amazon Video as a supplement to traditional television METHODOLOGY IMPRINT
WITH A REACH OF 92%, TELEVISION IS THE MOST USED VIDEO MEDIUM What you should know: Online videos are trending: 38 minutes per day Television remains the most popular video medium Viewers aged 14 to 39 spend twice as much time watching linear TV as online videos Learn more about the following here: REACH & USAGE TIME
Video is king REACH & USAGE TIME TV USAGE SIX TIMES LONGER THAN ONLINE VIDEO USAGE Usage of video channels at least rarely in percent (rolling) 100 96 96 95 94 93 93 93 93 93 92 92 92 84 85 85 84 84 83 84 84 86 85 83 82 75 75 74 72 70 70 70 71 72 73 72 72 71 72 72 71 60 55 57 59 60 60 63 65 67 27 29 32 35 36 37 16 18 20 20 22 24 20 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 14-69 14-39 14-49 Television reaches 92 percent of German population. The use of online videos has increased significantly in recent years. Three quarters of Germans use free videos. The reach of paid videos has doubled since 2015 and currently stands at 37 percent. Usage time of video channels in minutes (rolling) 240 228 230 231 232 233 231 220 228 228 227 228 226 225 The significance of the individual video channels is even more evident when it comes to the usage time. In recent years, television usage has remained at a consistently high level at 225 minutes. Video-on-Demand services are only used for 16 minutes per day. The use of free online videos has increased by 70 percent since 2015. It currently accounts for an average of 22 minutes, one tenth of TV usage. 200 20 10 19 20 21 17 13 14 14 13 13 14 15 13 14 11 9 5 5 6 7 4 5 5 5 5 6 5 5 3 3 4 5 5 5 1 1 1 1 1 1 1 1 1 1 1 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 22 16 5 1 Q3/18 TV MOVIE THEATERS DVD/BLU-RAY FREE ONLINE VIDEOS PAY VOD Basis: ages 14-69, n=23,410
Video is king REACH & USAGE TIME TV REMAINS THE MOST POPULAR VIDEO MEDIUM Usage of video channels at least rarely in percent (rolling) 100 94 94 92 91 90 91 91 94 94 90 92 91 92 93 92 91 91 91 90 91 80 83 89 90 91 84 83 83 85 87 89 88 89 88 87 87 80 80 79 76 74 73 75 75 78 78 78 78 57 59 61 60 53 44 47 36 39 25 29 31 33 20 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 Usage time of video channels in minutes (rolling) 170 160 157 159 160 162 160 157 151 149 148 150 147 146 144 34 35 37 41 35 30 32 26 27 27 26 27 28 30 27 24 23 25 18 15 15 11 12 7 8 8 9 7 6 7 7 8 7 6 7 5 6 7 7 7 2 2 2 2 1 2 2 2 1 1 1 1 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 14-69 14-39 14-49 87 percent of viewers aged 14 to 39 watch TV. Free online videos are very popular in this target group. The reach has increased further in the past two years and is currently at 91 percent. Paid streaming portals are used by 61 percent. Overall, video media enjoys a very high reach among viewers aged 14 to 39. The actual relevance can be seen more clearly based on the usage time. Television usage accounts for 144 minutes, which is nearly five times greater than the usage time of paid video-on-demand services, even though the use of these services has increased fivefold in recent years and currently accounts for 32 minutes. The use of ad-based free online videos increased by 11 minutes among young viewers compared to the previous year and now stands at 41 minutes. Television usage is also 3.5 times higher in this target group. TV MOVIE THEATERS DVD/BLU-RAY FREE ONLINE VIDEOS PAY VOD Basis: ages 14-39, n=9,870
Video is king REACH & USAGE TIME DESPITE GROWTH: PAY VOD USAGE AT 25 MINUTES, TV USAGE AT 169 MINUTES Usage of video channels at least rarely in percent (rolling) 100 96 95 94 93 91 91 92 91 91 91 89 89 90 91 90 90 79 89 90 90 90 89 90 89 88 76 78 80 82 85 85 85 86 81 81 74 69 71 74 74 74 74 75 76 77 77 77 77 60 45 48 50 52 37 40 21 24 27 28 31 33 20 14-69 14-39 14-49 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 In the advertising-relevant target group of viewers aged 14 to 49, TV reach stands at 89 percent. Free videos are used by 86 percent of the viewers. The reach of paid videos has increased significantly in recent years and currently stands at 52 percent. Usage time of video channels in minutes (rolling) 200 185 185 185 186 184 181 180 176 174 172 171 170 169 A comparison of the usage time shows that, at 169 minutes, television usage accounts for the majority of the video usage. Although the usage of paid video-on-demand services and free online videos has increased significantly in recent years, it still does not come close to the level of linear television. With an average of 32 minutes, free online videos account for one fifth of TV usage. 160 40 20 27 28 29 32 21 19 20 19 19 21 21 24 25 17 20 22 5 6 6 7 8 9 11 13 6 6 6 6 6 6 6 6 6 6 2 4 2 5 2 1 1 1 1 1 1 1 1 1 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 TV MOVIE THEATERS DVD/BLU-RAY FREE ONLINE VIDEOS PAY VOD Basis: ages 14-49, n=14,575
ONE THIRD OF VIEWERS USE ALTERNATIVE MEANS TO WATCH LINEAR TV, MOST OFTEN VIA LIVESTREAMING What you should know: 4.7% of linear TV usage takes place online Smartphones are becoming increasingly important Alternative TV usage increases with the size of the household Learn more about the following here: 1 2 USAGE & DEVICES REACH & USAGE TIME
Alternative forms of TV 1 USAGE & DEVICES 2 ALTERNATIVE TV USAGE PRIMARILY VIA LIVESTREAMING The number of ways to receive linear TV programs is continuing to grow: livestreaming, recordings, and TV cards or TV USB sticks. At 81 percent, by far the largest share of alternative TV usage takes place via livestreaming. In the past two years, the gradual transition away from DBV-T broadcasting has given this distribution channel a boost. Previously recorded TV programs account for 18 percent of alternative usage time. Other technical reception modes such as TV USB sticks no longer matter. Basis: ages 14-69, n=6,166 (average: Q4/17 Q3/18) Share of reception modes RECORDING 18 TV-CARD/STICK 1 in percent LIVESTREAMING 81 Share of devices in alternative TV usage in percent (rolling) 50 30 10 38 38 36 36 34 34 34 34 38 37 31 32 30 32 29 30 28 28 29 28 28 29 29 26 22 26 26 26 25 26 26 26 23 23 14 12 11 12 11 12 13 14 15 15 16 12 13 13 When it comes to the alternative reception of linear television, viewers mainly use laptops and PCs due to the larger screen size. In the past four years, however, the share has decreased from 38 percent each to 26 and 32 percent respectively. On the other hand, smartphones have continued to gain ground as playback devices, growing from 12 to now 26 percent of the alternative usage time. These ratios have remained largely stable for two years. Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 SMARTPHONE PC LAPTOP TABLET Basis: ages 14-69, n=23,410; rolling: average of last 4 quarters
Alternative forms of TV 1 2 REACH & USAGE TIME ALTERNATIVE TV USAGE PARTICULARLY HIGH AMONG YOUNGER VIEWERS Usage share development Usage frequency Usage share by household size Trend: Share of alternative TV usage time in percent (rolling) 15 10 8.5 8.8 9.7 10.9 10.7 11.2 10.3 10.5 11.1 11.4 11.7 12.0 5 5.6 6.0 6.8 3.2 3.5 4.0 7.4 7.3 7.0 7.3 7.7 7.7 7.9 8.2 7.7 4.3 4.3 4.5 4.0 4.2 4.5 4.6 4.5 4.7 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 Alternative TV usage has become increasingly popular in recent years, especially in the younger target group. Among viewers aged 14 to 39, the share increased from an average of 9 to 12 percent, measured in terms of total TV usage. For comparison: Amongst 14 to 69 years old, the figure is currently just under 5 percent. E 14-39 E 14-49 E 14-69 Basis: ages 14-69, n=23,410; rolling: average of the last 4 quarters
Alternative forms of TV 1 2NUTZUNG 2TZREACH UNG & DEVICES & USAGE TIME USAGE FREQUENCY LARGELY INDEPENDENT OF AGE Usage share development Usage frequency Usage share by household size Usage frequency of alternative TV in percent 14-39 5 7 6 18 36 14-49 5 6 6 18 34 (ALMOST) DAILY AT LEAST ONCE A WEEK 14-69 0 4 5 4 16 20 29 40 AT LEAST ONCE A MONTH LESS THAN ONCE A MONTH When it comes to usage frequency, there is little difference between the age groups: 13 percent of Germans aged 14 to 69 use alternative means to watch television at least once a month. In the younger target group, that figure is 18 percent. Basis: ages 14-69, n=1,231 (Q3/18)
Alternative forms of TV 1 2NUTZUNG 2TZREACH UNG & DEVICES & USAGE TIME MORE PEOPLE, MORE SCREENS Usage share development Usage frequency Usage share by household size Share of alternative TV usage time by household size in percent 20 15.5 15 10.3 10 5 6.3 5.1 2.8 TABLET LAPTOP + PC SMARTPHONE The size of the household has a significant impact on alternative television usage. The more people who live together, the greater the probability that individuals will have to switch to other devices and hence to other reception channels. For single or two-person households, the share of alternative TV usage is between 5 and 6 percent. The share increases with multi-person households. Viewers in households with at least five people spend 15 percent of their TV time watching via alternative reception channels. They primarily turn to the larger screens of laptops and tablets that offer a comparable TV experience. Basis: ages 14-69, n=1,231 (Q3/18)
VIDEO USAGE ON MOBILE DEVICES IS 20 MINUTES What you should know: Free online videos are the most popular Data flat rates promote mobile video usage Mobile video users tend to be young, male, and better educated Learn more about the following here: 1 2 3 USAGE TIME USERS OUTLOOK
Videos to go 1 USAGE TIME 2 3 8 % OF VIDEO USAGE TAKES PLACE ON MOBILE DEVICES Although a large part of video usage takes place on televisions, more and more videos are being played on mobile devices such as smartphones and tablets. The share of mobile video usage is still low, but it is growing dynamically. At 14 minutes, usage on smartphones is more than twice as long as on tablets. This can primarily be attributed to the significantly greater distribution of smartphones (86 percent) compared to tablets (47 percent). Video usage in minutes Total Online video usage Free online videos 14.0 6.1 SMARTPHONES TABLETS On mobile devices 254.3 Min. Daily video usage OTHER DEVICES (TVS, LAPTOPS, DESKTOP PCS) 234.2 Basis: ages 14-69, n=1,231 (Q3/18)
Videos to go 1 USAGE TIME 2 3 ONE THIRD OF ONLINE VIDEO USAGE TAKES PLACE ON MOBILE DEVICES Every day, Germans between the ages of 14 and 69 spend nearly 45 minutes watching online videos, both free as well as paid content. They spend one third of that time watching on smartphones or tablets. Video usage in minutes Total Online video usage 10.1 SMARTPHONES Free online videos On mobile devices 41.6 Min. Daily online video usage 4.1 TABLETS OTHER DEVICES (TVS, LAPTOPS, DESKTOP PCS) 27.4 Basis: ages 14-69, n=1,231 (Q3/18)
Videos to go 1 USAGE TIME 2 3 32 % WATCH FREE ONLINE VIDEOS WHILE ON THE GO Free online videos are particularly well suited for mobile usage because they are often short and freely accessible. More than half of the daily YouTube usage time takes place on mobile devices. 32 percent of 14 to 69 years old also watch free online videos while on the go, but the average usage time is just under 2 minutes. Video usage in minutes Total Online video usage 7.5 SMARTPHONES Free online videos by location: Free online videos On mobile devices 24.3 Min. Free online video usage At home 19.9 Min. At work, during edutcation, or at school 1.7 Min. 1.7 Min. On the go OTHER DEVICES (TVS, LAPTOPS, DESKTOP PCS) 14.4 2.4 TABLETS Basis: ages 14-69, n=1,231 (Q3/18)
Videos to go 1 USAGE TIME 2 3 IF MOBILE, THEN FREE Germans spend 14 minutes longer watching video content on smartphones than on tablets. Usage on tablets stands at 6 minutes per day. Free online videos represent the largest segment of video usage. Paid video services account for only 4 minutes. Video usage in minutes Total Online video usage 14.0 min. 6.1 min. Free online videos 0.1 min. On mobile devices 10 3.9 min. 2.6 min. 0 7.5 min. 0.3 min. 1.7 min. 1.7 min. 2.4 min. RECORDED TV PROGRAM LIVESTREAMING PAY-VOD FREE ONLINE VIDEOS SMARTPHONES TABLETS Basis: ages 14-69, n=1,231 (Q3/18)
Videos to go 1 USERS 2 3 ON THE GO Users who also watch online videos while differ from the average in some respects. This infographic shows what makes up the target group of mobile online video users. Mobile video users have a higher level of education than the German total population [university degree, index: 131; secondary school leaving certificate, index: 70]. 58 percent of mobile video users are male [index: 118]. Because mobile video users are younger, they tend to spend slightly less time watching TV than the German total population [165 minutes, Index: 74]. Mobile video users spend on average more than an hour a day watching online videos [48 minutes free and 35 minutes paid, index: 241). Mobile video users More than half of mobile video users watch online videos almost every day [index: 225]. 2/3 of mobile video users are single [index: 156]. Basis: 14+, n=419 [Q3/18]; online video usage on the go at least rarely Index 100 = structural share 14+ Mobile video users are much younger than the German total population: 46 percent are between the ages of 14 and 29 [index: 222]. Compared to the German total population, mobile video users have a Stream-On option somewhat more frequently, enabling them to stream videos and music without volume restrictions [index: 133].
Videos to go NUTZUNGSDAUER UNGSD NUTZE 3NG3 3NG3NU3NG3SD SDOU ZEROU DOUTL OUTLOOK 1 2 3 DATA FLAT RATE PROMOTES MOBILE VIDEO USAGE Drivers of mobile video usage Barriers to mobile video usage 72 percent of smartphone owners between the ages of 14 and 69 have a data flat rate. Thanks to a Stream- On option, 12 percent of those viewers can stream videos and music without volume restrictions. longer Viewers prefer to watch videos on a large screen. As a result, mobile video usage is mainly appropriate for short online videos. 55 percent log on to WLAN networks while on the go. The expansion of freely accessible Wi-Fi networks, such as in local and long-distance public transportation systems, offers new potential in this area. Data volume restrictions limit usage, especially while on the go. Most flat rates are not sufficient for viewers to watch many videos while out and about.
GERMANS AGED 14 TO 39 SPEND 44 MINUTES A DAY WATCHING FREE ONLINE VIDEOS What you should know: YouTube reach is consistently high. Total daily usage time comes to 20 minutes, 11 minutes of which is active video usage One in two viewers watches TV shows via broadcaster VOD, a trend that is rising 43 percent of broadcaster VOD usage takes place on TV sets Learn more about the following here: 1 2 3 USAGE TIME BY CHANNEL YOUTUBE BROADCASTER VOD
Missed a show? 1 USAGE TIME BY CHANNEL 2 3YOU UTUBEUBE MEDIATHEKEN YOUTUBE ACCOUNTS FOR HALF OF FREE ONLINE VIDEO USAGE On average, every German aged 14 to 69 spends 24 minutes a day watching free online videos half of that time on YouTube (12 minutes). About one fifth of viewing time is spent on videos in broadcaster VOD services (5 minutes) and other video channels (4 minutes). Lagging behind this is the usage share of Facebook videos at 7 percent. Usage time of free online videos by channel 14-69 in percent 7 % FACEBOOK 14-39 22 % 14-49 BROAD- CASTER VOD 50 % YOUTUBE * 18 % OTHER 3 % ILLEGAL VIEWING 24 minutes *Active viewing of videos on YouTube, without background usage and just listening to videos. Basis: ages 14-69, n=1,231 (Q3/18)
Missed a show? 1 USAGE TIME BY CHANNEL 2 3YOU UTUBEUBE MEDIATHEKEN YOUNGER PEOPLE SPEND MORE TIME WATCHING FREE ONLINE VIDEOS ON YOUTUBE In the younger target group, individuals spend 44 minutes a day watching free online videos. YouTube accounts for the largest share with 55 percent (24 minutes). Broadcaster VOD accounts for 15 percent (7 minutes) of usage, while other video channels account for 21 percent (9 minutes). Facebook videos provide 6 percent (3 minutes) of usage. Usage time of free online videos by channel in percent 14-69 6 % FACEBOOK 14-39 14-49 15 % BROAD- CASTER VOD 55 % YOUTUBE * 21 % OTHER 3 % ILLEGAL VIEWING 44 minutes *Active viewing of videos on YouTube, without background usage and just listening to videos. Basis: ages 14-39, n=522 (Q3/18)
Missed a show? 1 USAGE TIME BY CHANNEL 2 3YOU UTUBEUBE MEDIATHEKEN MORE THAN A HALF HOUR A DAY FOR FREE ONLINE VIDEOS At 18 minutes, YouTube accounts for more than half of the free online video usage of Germans between the ages of 14 and 49. Broadcaster VOD (7 minutes) and other video channels (6 minutes) account for one fifth of the usage. At 3 minutes, Facebook represents 7 percent of the free online video usage. Usage time of free online videos by channel 14-69 in percent 7 % FACEBOOK 14-39 14-49 19 % BROAD- CASTER VOD 52 % YOUTUBE * 18 % OTHER 4 % ILLEGAL VIEWING 35 minutes *Active viewing of videos on YouTube, without background usage and just listening to videos. Basis: ages 14-49, n=752 (Q3/18)
Missed a show? 1 NUTZUNGSDAUE 2NUT 2TZYOUTUBE UNGSDAU ER 3NACH 3 N MEDIATHE KANALEKEN NEARLY EVERYONE UNDER THE AGE OF 40 USES YOUTUBE Reach Video usage time YouTube audio usage Trend: YouTube usage in percent, at least rarely (rolling) 100 92.6 93.7 92.5 91.9 91.0 91.9 92.7 92.5 93.2 93.0 93.4 94.7 E 14-39 E 14-49 E 14-69 60 84.4 85.6 85.7 84.8 84.2 86.2 86.8 88.3 88.3 88.8 90.2 85.2 70.3 72.0 72.3 72.3 71.7 72.6 73.5 73.4 75.1 75.4 75.3 76.7 20 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 YouTube is the most important address for free online videos. In the target group of Germans under the age of 40, almost everyone uses YouTube. In the 14 to 69 years old target group, the reach increased from 70 percent in 2015 to 77 percent in the third quarter of 2018. Basis: ages 14-69, n=23,410
Missed a show? 1 NUTZUNGSDAUE 2NUT 2TZYOUTUBE UNGSDAU ER 3NACH 3 N MEDIATHE KANALEKEN YOUNGER PEOPLE SPEND 21 MINUTES A DAY WATCHING VIDEOS ON YOUTUBE Reach Video usage time E 14-39 E 14-49 E 14-69 YouTube audio usage Trend: YouTube video usage time in minutes (rolling) 25 15 15 15 15 14 14 13 13 11 11 11 11 10 10 9 5 7 7 7 7 7 7 6 16 12 8 17 13 9 17 14 9 21 19 16 15 11 10 Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 Among Germans aged 14 to 69, the usage time of online video on YouTube in other words, the time that respondents claim to have actually spent watching YouTube videos comes to an average of 11 minutes. Although video usage stagnated on YouTube in 2016, it has been rising steadily since the first quarter of 2017. The usage time among Germans aged 14 to 49 is 16 minutes. Younger people have the highest daily usage time; in the last two years, their usage has increased significantly and, in the third quarter of 2018, comes to 21 minutes. Basis: ages 14-69, n=23,410
Missed a show? 1 NUTZUNGSDAUE 2NUT 2TZYOUTUBE UNGSDAU ER 3NACH 3 N MEDIATHE KANALEKEN 9 MINUTES PURE AUDIO USAGE IN ADDITION TO VIDEO USAGE Reach Video usage time YouTube audio usage Trend: Total YouTube usage time audio and video in minutes (rolling) 40 E 14-69 AUDIO VIDEO 30 20 10 9 6 7 7 4 5 6 5 5 5 7 7 6 7 7 8 9 9 10 11 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 Basis: ages 14-69, n=19,692 Users frequently listen to YouTube videos or the videos run in the background. For that reason, the ViewTime Report also surveys the pure audio usage of the video network in addition to the video viewing time. The trend is for rising audio usage as well as active video usage. The high availability of music content and the possibility of creating playlists similar to those in music streaming services are factors that both support this trend. For Germans aged 14 to 69, the total daily usage of YouTube comes to 20 minutes. In addition to the 11 minutes of active viewing time, users spend 9 minutes a day exclusively listening to YouTube content. Among young users between the ages of 14 and 39, the total usage of these offerings comes to 39 minutes per day. Compared to the same quarter last year, audio usage has risen by 69 percent and currently comes to 18 minutes.
Missed a show? 1 2 YOU 3UTU3 UTUBEUBE BROADCASTER VOD INCREASINGLY POPULAR BROADCASTER VOD Trend: Usage of broadcaster VOD in percent, at least rarely (rolling) 100 59.1 61.7 63.0 62.0 60.4 62.3 64.3 65.1 60 60.0 61.3 50.7 52.8 55.2 55.2 55.1 57.9 40.4 42.7 44.4 45.1 44.8 47.4 49.5 51.3 20 69.7 69.4 68.4 66.7 66.7 65.0 64.2 63.5 56.1 56.4 55.7 55.0 TV content is an important part of free online video usage. Viewers can watch TV programs on demand in network apps and via broadcaster VOD sometimes even before a program is broadcast on linear television. Broadcaster VOD is becoming increasingly popular and complements linear TV for many viewers. Among users aged 14 to 69, roughly half broadcaster VOD; among viewers aged 14 to 39, that figure is more than two thirds. Q4/15 Q1/16 Q2/16 Q3/16 Q4/16 Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18 Q3/18 E 14-39 E 14-49 E 14-69 Basis: ages 14-69, n=23,410
Missed a show? 1 NUTZUNGSDAUER 2 UNGSDAUE YOUTUBE 3 BROADCASTER NACH KANAL VOD NEARLY HALF OF BROADCASTER VOD USAGE TAKES PLACE ON THE TELEVISION Broadcaster VOD usage by device in percent of usage time SMARTPHONES 14 TABLETS 15 43 TVS 5.3 minutes LAPTOPS 16 12 PCS Broadcaster VOD is primarily used on TV sets. Viewers want to use the VOD services of broadcasters on the screen that they also use to watch the normal television program. The remaining usage time is spread in nearly equal proportions over other screens. Basis: ages 14-69, n=1,231 (Q3/18)
36 % WATCH PAID ONLINE VIDEOS What you should know: Half of pay VOD usage takes place on television sets One in ten Germans uses pay VOD services every day Pay VOD users spend more than three hours a day watching TV Learn more about the following here: 1 2 DEVICES USED FREQUENCY & USAGE TIME
Fee-based only 1 DEVICES USED 2 LARGE Pay VOD usage by device in percent of usage time SCREEN FOR PAID CONTENT SMARTPHONES TABLETS 10 15 53 TVS Most viewers want to watch paid videos on the largest possible screen. Thanks to smart TVs and streaming sticks, VOD content can easily be played on TV sets. More than half of pay VOD usage takes place on TV sets, while a quarter of the time it is used on mobile devices. At 7 percent, desktop PCs are the devices least frequently used for pay VOD content. LAPTOPS PCS 15 7 17.3 minutes Basis: ages 14-69, n=1,231 (Q3/18)
Fee-based only 1 2GENUTZTE 2NUFREQUENCY GERÄTE & USAGE TIME DESPITE PAY VOD: MOST WATCH TV EVERY DAY Usage frequency Usage time 12 percent of Germans aged 14 to 69 watch pay VOD every day, while another 14 percent watch at least once a week. In the 14 to 39 target group, 24 percent watch paid online videos every day. Despite the growing popularity of streaming offerings, the daily reach of TV is significantly higher in all age groups. Even in the young target group, the daily reach of TV with 40 percent is significantly higher than that of pay VOD (24 percent). Pay VOD usage frequency in percent 14-39 24 23 40% 6 5 59 14-49 19 20 6 6 50 48% (ALMOST) DAILY AT LEAST ONCE A WEEK AT LEAST ONCE A MONTH 14-69 0 12 14 20 4 5 36 40 62% 60 LESS THAN ONCE A MONTH TV USAGE (ALMOST) DAILY Basis: ages 14-69, n=1,231 (Q3/18)
Fee-based only 1 2GENUTZTE 2NUFREQUENCY GERÄTE & USAGE TIME PAY VOD USERS CONTINUE TO BE ENTHUSIASTIC ABOUT TELEVISION Usage frequency Usage time Television is not disappearing from the lives of pay VOD users. On average these viewers spend more time watching TV every day than they do using pay VOD content. Roughly half of Germans between the ages of 14 and 39 use pay video services at least once a month. At 112 minutes, the daily TV viewing time of this target group is nearly twice as long as the daily pay VOD usage of 57 minutes. Among the 14 to 69 years old, about one in three watches pay videos every month. At 186 minutes, the TV usage in this target group is nearly four times higher as the pay VOD usage. Daily usage time of pay VOD users in minutes Monthly pay VOD users in percent 57.1 52.5 42.6 14-39 111.5 14-49 137.1 14-69 185.9 14-39 53.6 14-49 44.8 14-69 30.9 PAY VOD USAGE TIME TV USAGE TIME Basis: Pay VOD users, at least monthly, n=380 (Q3/18)
HALF OF GERMANS CONNECT THEIR TVS TO THE INTERNET What you should know: Connected TV users are young and well paid Even older target groups are increasingly connecting their TV sets to the Internet Broadcaster VOD services are the most popular additional offerings on connected TVs Learn more about the following here: 1 2 3 DISTRIBUTION USERS FUNCTIONS
Not just for technology nerds 1 DISTRIBUTION 2 3NU UTZEFU ER FUNKTIONEN CONNECTED TVS ARE BECOMING MAINSTREAM One out of two TV sets is now connected to the Internet either indirectly via game consoles or streaming sticks or directly in the case of newer smart TVs. Connected TVs have a return path and, like all devices connected to the Internet, they can be addressed individually, for example with additional services or advertising. From the perspective of viewers, the possibility of using TV sets to directly access online content and online videos is attractive. Connected TVs have become mainstream, and even older target groups beyond the early adopters are using them with increasing frequency. Compared to the previous year, the user share in the target group of viewers aged 50 to 69 increased by 22 percent. This means that 44 percent of older viewers currently use a TV that can access online content. Among 14 to 29 years old, that figure comes to nearly 60 percent. Distribution of connected TVs in percent 2015 2016 2017 2018 52 46 36 18 Basis: Germans aged 14-69 who have connected their TV to the Internet, n=4,832 (Q1 & Q2/2015-2018)
Not just for technology nerds 1 2 USERS 3 FUNKTIONEN CONNECTED TV USERS. A focus on Learn more about the users and their media use in the infographic. Connected TV users are extremely tech-savvy and enjoy trying out new consumer electronics equipment, such as streaming sticks [index: 216], VR goggles [index: 179], and voice assistants [index: 199]. Connected TVs are used by an equal number of women and men. 266 minutes of daily video usage. That is more than 10 minutes longer than the average. Connected TV users This target group enjoys watching videos online regardless of whether they are free or subject to a fee [index: 177]. Users of connected TVs have an above average salary. 36 percent have a net household income of more than 3,000 [index: 145]. Basis: 14+ who have connected their TV to the Internet; n=519 (Q1/2018] Index 100 = structural share 14+ Source: ViewTime Report 2018; SevenOne Media/forsa Connected TV users are young. 45 percent of users are between the ages of 14 and 39 [index: 128].
Not just for technology nerds 1 2VERBR REIT NUTZE 3NU3 3 TUNGFU ERFU FUNCTIONS RU BROADCASTER VOD IS VERY POPULAR Video usage on smart TVs in percent With connected TVs, viewers can access a wide range of online video services in addition to normal TV programming. Broadcaster VOD is used most frequently. One third uses the HbbTV offerings of TV stations. Compared to the previous year, this represents an increase of 30 percent the highest increase of all smart TV functions included in the survey. Roughly one in two of connected TV users watches online videos via paid streaming services such as Netflix or maxdome or on video platforms such as YouTube. Broadcaster VOD 64 58 Pay VOD HbbTV 35 27 47 56 Free video portals 40 52 2018 2017 Basis: Viewers aged 14-69 who have connected their TV to the Internet, n=532 (Q1/2018)
Not just for technology nerds 1 VERBR3 2VER RN R3 REIT 3NU3 3UTZE TUNGFU ERFU FUNCTIONS RU DIFFERENT USAGE DEPENDING ON THE AGE GROUP In line with the general trend, younger connected TV viewers use free video portals and streaming services most frequently in addition to normal TV programming. Viewers over the age of 30 predominantly use Broadcaster VOD. HbbTV services are interesting for viewers of all ages. Smart TV video usage by age in percent 14-29 35 62 58 71 30-49 34 50 57 61 50-69 29 35 40 76 Alle Zahlen auf einen Blick Basis: Viewers aged 14-69 who have connected their TV to the Internet, n=532 (Q1/2018) FREE ONLINE VIDEOS PAY VOD BROADCASTER VOD HBBTV/RED BUTTON
Methodology profile & imprint METHODOLOGY Population: German-speaking population, aged 14 and older, in households with a landline or mobile telephone Sample size: approx. 1,500 cases per quarter Type of survey: Telephone interviews (CATI) Field time: Last 4 weeks in the quarter (Monday to Sunday) Field work: forsa Weighting: Age, gender, region Adjustment: Traditional TV adjusted to AGF/GfK, Monday to Sunday, 3:00 a.m. to 3:00 a.m. IMPRINT Publisher: SevenOne Media GmbH, Unterföhring A company of ProSiebenSat.1 Media SE November 2018 Management: Guido Modenbach (Managing Director Market Intelligence, SevenOne Media), Gerald Neumüller (Director Research, SevenOne Media) Editorial board: Michaela Nöthlich Martin Martin Authors: Dr. Michael Adler, Martin Martin, Michaela Nöthlich, Carina Nienhaus, Ricardo Rubio González, Olaf Schlesiger Marketing: Alexandra Thallmair Press contact: Dr. Carola Hesse, ProSiebenSat.1 Media SE Art direction: Manuela Bach Graphic design: Lisa Elm SevenOne Media GmbH Managing Director: Thomas Wagner (chairman), Stefan Beitz, Dr. Jens Mittnacht, Guido Modenbach, Georg Nitzl, Thomas Port, Reuben Steingraf-Regensburger Medienallee 4 85774 Unterföhring Phone +49 (0) 89/95 07-40 Fax +49 (0) 89/95 07-43 99 Source for all images: 2018 Adobe. All rights reserved.