High acceptance of connected TV in the DACH region

The 5th Goldbach Advanced TV Study Once Again Proves: High Acceptance Of Connected TV

KÜSNACHT — Connected TV has long since conquered its place in the living room. The medium confirms its high awareness and use in all age groups: Above all, the younger target group of 16- to 49-year-olds uses Connected TV at over 70%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use Connected TV. Users continue to spend just under 2.5 hours a day on the additional functions, while the daily viewing time for linear TV is only slightly higher at 2 hours 45 minutes.

Three quarters use access via smart TV, one quarter via peripheral devices. Among the streaming boxes, the Apple TV box is in first place with 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 change in trend: until now, the screen mostly started with the TV program. In this year’s survey, 55% of users said they started with the device interface.

Very high use of app and VOD function

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 in all countries of the DACH survey are used most on Connected TV. The variety of content, but also the flexibility in terms of time are named as the great advantages of the apps.

Acceptance of advertising on the rise

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 euros 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 “completely okay”, 43% of 30 to 49 year olds find advertising helpful.

Stefan Wagner, Managing Director Goldbach Audience (Switzerland) AG, on the study: “The study shows just how much usage is developing in the Connected TV area. This is exactly why we as Goldbach are active here and want to offer advertising customers* the best possible products!”

Mario Neumann, Unit Director Advanced TV at Goldbach Germany GmbH, adds: “With the advertising product system in the Connected TV area, a user group can be addressed 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.”

Goldbach specializes in technology-driven marketing of moving images. Its offerings range from digital-out-of-home, online video and advanced TV to a versatile linear TV offering.