Above all, the younger target group of 16 to 49-year-olds use Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use an internet-connected TV set.
These are the results of the Advanced TV study, which the advertising sales company Goldbach conducted for the fifth time in the DACH region.
Three quarters of those surveyed use a smart TV, and one quarter peripheral devices such as a set-top box or HDMI stick. Among the streaming boxes, Apple TV is in first place with a share of 45%, and in the TV stick segment, the Amazon Fire TV stick is used most with 76%. Among game consoles, the Sony Playstation still leads with 70%.
The start screen of the smart TV also shows a trend reversal: Until now, the screen mostly started with a TV channel. In this year’s survey, 55% of users said they started with the device interface.
The use of app or VOD add-on functions rises to 95% in the DACH region this year, eight percentage points more than in 2021. Streaming apps are very popular among all age groups, TV apps especially among older target groups (50 to 69-year-olds at 60%), while music apps are popular among younger people (16 to 29-year-olds at 27%).
Streaming apps are used most on Connected TV in all countries of the DACH survey. The variety of content, but also the flexibility in terms of time, are cited as the major advantages of the apps.
As in 2021, Connected TV users use an average of 2.3 paid apps and 3.2 free apps. They spend between €10 and €29 per month on these apps. Two-thirds of users of paid apps would accept advertising if the content were free. 43% of users perceive advertising in the Connected TV environment. 52% of 30 to 49-year-olds find advertising “perfectly fine”, 43% of 30 to 49-year-olds find advertising helpful.
“Connected TV has become an integral part of home entertainment and is growing dynamically,” said Frank Möbius, Managing Director of Goldbach Germany. “The task now is to continue to develop common standards for reach measurement and to ensure the openness of the systems in order to guarantee optimal, attractive advertising opportunities.”
Mario Neumann, Unit Director Advanced TV at Goldbach Germany, added: “With the advertising product system in the Connected TV area, it is possible to address a user base that can hardly or no longer be reached via traditional TV. In our view, the future of TV advertising is hybrid, interactive and still full of possibilities. The smart TV user interface has become a first point of contact and a full-fledged technology platform for digital advertising.”