Fifth Goldbach Advanced TV study again proves: High acceptance of Connected TV
This is the fifth time Goldbach has conducted an Advanced TV study in the DACH region. Last year’s survey figures already demonstrated that Connected TV enjoys high usage. Interest remains very high, primarily due to its flexible usage and diverse content offerings. The current study also confirms that advertising in the connected TV sector is effective and drives engagement.
Connected TV has long since conquered its place in the living room. The medium confirms its high awareness and use in all age groups: The younger target group of 16- to 49-year-olds in particular uses Connected TV at over 70 percent. The figures for households with children are strikingly high: Here, 77 percent 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 percent, while in the TV stick segment, the Amazon Fire TV Stick is the most used with 76 percent. Among game consoles, the SONY Playstation continues to lead with 70 percent.
The start screen of the smart TV also shows a change in trend: until now, the screen usually started with the TV program. In this year's survey, 55 percent of users said they started with the device interface.
Very high usage of the app and VOD function
The use of app or VOD add-ons will rise to 95 percent 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 percent), while music apps are popular among younger people (16- to 29-year-olds at 27 percent). 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 EUR 10 and EUR 29 per month on these apps. Two-thirds of users of paid apps would accept advertising if the content were free. 43 percent of users perceive advertising in the Connected TV environment. 52 percent of 30 to 49 year olds find advertising "completely okay", 43 percent of 30 to 49 year olds find advertising helpful.
Stefan Wagner, Managing Director of Goldbach Audience, on the study: "The study shows how much usage is developing in the Connected TV sector. That's precisely why we at 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 user interface of the smart TV has become a first point of contact and a fully-fledged technology platform for digital advertising."
The Study can be found on the Goldbach website can be downloaded.
