Video Viewers in Germany Still Gravitate Toward Traditional TV - eMarketer
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Video Viewers in Germany Still Gravitate Toward Traditional TV

91% of respondents say they watched video on their TV

Over 90% of internet users in Germany used a TV to view video content in February 2016, according to research from IP Deutschland. While the enthusiastic TV response is to be expected, it might come as more of a surprise that more users watched content via a smartphone than any other device, including laptops.

Devices Used by Internet Users in Germany to View Video Content, Feb 2016 (% of respondents)

Seven in 10 internet users watched video content on a smartphone; 64% said they viewed by a laptop or notebook computer, while just under half of those surveyed watched video content using a tablet.

While smartphone screen size has grown, IP Deutschland’s survey suggests that the convenience of a smartphone, as well as its ubiquity, outweighs the smaller screen sizes relative to other devices. On the other hand, since the survey split laptop and desktop computers into separate responses, the reality is likely that PCs still perform better than mobile for video viewing in Germany.

Platforms Used Daily* to View Video According to Internet Users in Germany, Feb 2016 (% of respondents)

While users view video slightly less on traditional TV platforms—85% of those surveyed—and about half view videos on YouTube, perhaps surprisingly, 42% of users watch videos via Facebook.

Just 22% say they use some kind of video-on-demand platform, and an April 2016 survey by Deloitte reflects the lack of enthusiasm for pay video services. Over 65% of those surveyed by Deloitte say they simply do not and would not pay for premium digital video content, and just 4% currently do.

For internet users in Germany, paying for premium digital video services just doesn’t add up.

eMarketer estimates that there will be 63.6 million internet users in Germany in 2016, a figure that will slowly and steadily climb to 65.4 million in 2020.

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