Digital TV and Video in Germany: Activity and Competition Heat Up in Europe's Second-Largest Market - eMarketer
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Digital TV and Video in Germany: Activity and Competition Heat Up in Europe's Second-Largest Market

eMarketer Report

By: eMarketer

Published: February 11, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Digital technology is transforming Germany’s TV and video landscape. Most households in the country still rely on televisions to access broadcast TV content, but those TVs are no longer analog—they’re digital. Moreover, many consumers also view timeshifted TV and digital video on several additional devices.

  • People of all ages in Germany are watching video—including TV shows, films, short clips, user-generated videos and ads—on a wide range of devices.
  • Younger people are most likely to say their traditional TV viewing has declined with the proliferation of digital options.
  • Most internet users in the country watch video for free thanks to sites like YouTube. But the market for paid-for content, including premium material such as films and recent TV shows, is growing fast.
  • The audience for subscription video-on-demand (SVOD) is climbing rapidly. Within a few years, Germany will likely be Western Europe’s largest single market in terms of SVOD households.
  • As the audience for digital video viewing increases, video ad spending is also on the rise, as brands aim to capitalize on the potential of video to boost engagement and raise awareness.

"Televisions are still consumers’ favorite device for watching TV and video content at home. But video consumption is transferring to smaller screens, too, as viewing becomes a regular feature of the always-on lifestyle."

Table of Contents

The Evolution of Viewing Habits

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Key Players

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Mobile Video Viewing

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Digital Video Revenues

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Video Ad Spending

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19 charts are included in the full report:

Digital TV and Video in Germany: Activity and Competition Heat Up in Europe’s Second-Largest Market

Devices Used to View TV/Digital Video Content According to Consumers in Germany, June 2015 (% of respondents)

The Evolution of Viewing Habits

Traditional and Digital Devices Owned by Internet Users in Germany, May 2015 (% of respondents)

Percent of TV/Video Viewing Time Spent with Nontraditional TV* According to Internet Users in Germany, April 2015 (% of respondents)

Change in Frequency with Which Internet Users in Germany Watch Traditional TV*, by Age, May 2015 (% of respondents in each group)

Current vs. Planned TV/Video Service Subscription Ownership Among Households in Germany, by Type, April 2015 (% of internet households)

Owners of Smart vs. Nonsmart TVs in Germany, by Age, Aug 2015 (% of total)

Main Device Used to Connect Their TV to the Internet According to Owners of Smart vs. Nonsmart TVs in Germany, Aug 2015 (% of respondents)

Daypart During Which Smart TV Owners in Germany Watch Video-on-Demand (VOD) Content vs. Traditional TV, Aug 2015 (% of respondents)

Devices Used to View TV/Digital Video Content According to Consumers in Germany, June 2015 (% of respondents)

Activities Conducted via Smart TV Among Smart TV Users in Germany, 2014 & 2015 (% of respondents)

How Many Digital Viewers?

Video-on-Demand (VOD)* Viewer Penetration in Germany, by Frequency, 2013-2015 (% of population)

Key Players

Channels Used to Watch Digital Video Content Among Internet Users in Germany, 2015 (% of respondents)

Primary Service/Channel Used to Watch Digital Video According to Video-on-Demand (VOD) Viewers in Germany, April 2015 (% of respondents)

Change in Frequency with Which Internet Users in Germany Access Select Video-on-Demand Services, May 2015 (% of respondents)

Sites Used by Internet Users in Germany to View Movies/TV Shows, Dec 2014, May 2015 & Nov 2015 (% of respondents)

Mobile Video Viewing

Preferred Device Used to View Video Among Internet Users in Germany, by Age, April 2015 (% of internet users)

Types of Mobile Content Accessed by Smartphone/Tablet Users in Germany, by Location, July 2015 (% of respondents)

Digital Video Revenues

Over-the-Top (OTT) TV and Video Revenues in Western Europe, by Country, 2010-2020 (millions)

Video Ad Spending

Top 10 Online Display Ad Formats in Germany, Ranked by Ad Spending, H1 2014 & H1 2015 (millions of €)