Smart TV use is on the rise
The latest study by Goldbach, titled «Rising Star Smart TV – New Opportunities in a Digital World,» shows that smart TV use has taken off across all generations. Regular and daily usage is rising dramatically, and acceptance of smart TV as an advertising medium is high.
Goldbach's Smart TV DACH study examines the development of this digital media genre for the third year in a row. In addition to the penetration of smart TV sets in DACH households, the connection rate of the sets to the Internet was examined and the use of additional services was queried. Distribution and connection rates were already very high in previous years. Today, 80% of households have a smart TV according to their own information, which is an increase of 4% compared to the previous year. 88% of these are connected.
Enormous growth is visible - across all generations - in the use of the functions: 75% of respondents in the DACH region confirmed using the functions on the smart TV. This represents an increase of 4% compared to the previous year. Regular use increased by 10% on average compared to the previous year, and daily use even increased by 14% compared to the previous year.
For the first time, the study also asked about specific functions in use. A distinction was made here between HbbTV and App/VoD offerings and individual subcategories of these offerings. It was found that App/VoD offerings are more popular than HbbTV/Red Button.
The study also examined advertising acceptance in the environment of the additional functions on the smart TV. Around 40% of users accept advertising on the smart TV. The younger generation in particular finds advertising on the smart TV perfectly acceptable and informative.
Michael Baum, Director DACH at Goldbach, confirms: "Consumption and distribution of moving image content has changed dramatically in recent years. IP-based smart TV products are benefiting from this development, as this year's smart TV study also shows. With the aim of mapping the entire customer journey, it is central for us to adapt our offering to the change in media use. In this context, the smart TV sector is becoming increasingly important for intelligent combination with our TV and online moving-picture products."
The third wave of Three-country study on smart TV usage and advertising perception on smart TV devices by Goldbach was conducted by online survey. A total of 1,000 people between the ages of 14 and 69 took part, divided into age groups (14 to 29 years, 30 to 49 years, 50 to 69 years) and gender. 500 respondents came from Germany, 250 from Austria and 250 from German-speaking Switzerland.
