Connected TV (CTV) usage continues to diversify across households in Germany and Austria, strengthening its value for advertisers through more targeted and attentive audiences, according to the Advanced TV Study 2026 by Azerion Austria and Goldvertise Media.
Based on a survey of 2,500 respondents aged 16-69 conducted in January 2026, the study shows that CTV is now firmly embedded in everyday media consumption. In Germany, 94% of TV households own at least one internet-enabled television, and 91% of CTV households have connected at least one of these devices to the internet (see slide above).
Viewing time on connected TV has reached parity with linear television, with users spending an average of 2 hours 32 minutes per day on CTV services compared with 2 hours 34 minutes for linear TV. Younger audiences aged 16-49 already spend more time streaming, while older viewers still favour traditional broadcasting.
The study highlights a clear shift from passive viewing to deliberate content selection. A broad content offering (85%) and time-independent access (83%) are cited as the main drivers of usage. At the same time, CTV consumption varies significantly by demographic group and household type, particularly among households with children, which show the highest usage levels.
Co-viewing remains a defining characteristic of the medium. On average, 2.2 people watch CTV together, and 90% of respondents with children under 16 say they use connected TV jointly with them at least occasionally.
The ecosystem is also becoming increasingly app-driven and monetised. Paid streaming services have overtaken free offerings, with users subscribing to an average of 2.9 paid apps. Younger audiences and larger households show the highest willingness to pay, reflecting demand for greater content variety.
At the same time, advertising effectiveness on CTV continues to improve. Around two-thirds of respondents recall seeing advertising in connected TV environments, while 53% consider it useful and 48% helpful. Notably, 41% say they can remember ads well, and roughly one-third report that CTV advertising has directly influenced a purchase decision.
The findings also point to rising acceptance of ad-supported models. Among users of paid services, 76% would accept advertising in exchange for free content, while 69% of users of free, ad-funded apps value the broader access such models provide.
Overall, the study concludes that increasingly individualised viewing behaviour is creating higher-quality advertising environments with greater attention and relevance. For advertisers, this translates into more precise audience targeting and measurable gains in campaign effectiveness.
The study is available at https://goldvertise.com/ctv-studie/.
