A recent Kantar study shows a high level of consumer interest in 5G Broadcast: Two thirds of respondents can imagine the new broadcast technology for mobile devices as a good alternative to streaming via the internet.
With regard to formats that could be used on the go, strongest interest was the use of linear television. Today, 12% of respondents already consume traditional TV channels outside the home on a daily basis. This usage could increase significantly with 5G Broadcast.
Two thirds of respondents are interested in 5G Broadcast as ‘television to go’, with 36% stating that they are even very interested. The most relevant features are the access without a mobile network or Wi-Fi, stable transmission without overloading the network, no need for additional equipment and use without consuming data volume.
5G Broadcast does not affect the data allowances of mobile customers. Subsequently, 68% of the interested users stated that they would like to consume live television content, i.e. linear TV, more frequently on the go via this new reception infrastructure, and 28% would even do so significantly more often. In terms of specific content, interest in classic television is highest. 61% of study participants with an interest in using 5G Broadcast would view linear television channels from public and commercial broadcasters.
Further results of the study show that the use of 5G Broadcast is most likely to be of interest in everyday situations. Above all, prospective 5G Broadcast users can imagine using ‘TV to go’ during waiting times at train stations, airports or at the doctor’s (58%), when traveling by bus or train (52%) or in parks or other public places (37%).
“The study confirms that we are on the right track with 5G Broadcast as a new distribution channel for broadcasting,” said Francie Petrick, Managing Director of German technical service provider Media Broadcast. “With our 5G Broadcast pilot in Halle (Saale), we are now offering all interested parties the opportunity to test the future technology for their individual needs.”
The survey was conducted by market research institute Kantar on behalf of Media Broadcast and with the support of the ARD broadcasters BR, NDR, rbb and SWR. It was aimed at people aged 16 and over and took place between the end of April and the beginning of May 2024. Over 2,000 respondents took part in the online survey. The aim of the study was to gain insights into the population’s interest in 5G Broadcast. The results provide an insight into the extent to which consumers see added value in 5G Broadcast for their personal use.
