Goldbach Advanced TV study proves: Advertising acceptance in Connected TV on the rise

Goldbach conducted its Advanced TV (formerly Smart TV) study in the DACH region for the fourth time in January and February 2021. The figures of previous years have already proven that smart TV has arrived in the living room.* Connected TV has now established itself as a parallel offering to traditional TV, and interest is very high, primarily because of its simple and flexible use and the wide range of offers. The current study also shows that younger target groups are increasingly using app and VOD offers and that acceptance of advertising is increasing significantly.

Connected TV has long since conquered its place in the living room. 74% of all DACH households have at least one internet-capable device. Particularly interesting: compared to the previous year, the number of a second device in the household has increased by 43%. 70% of 16- to 49-year-olds use Connected TV, half of them even regularly.

Today, 71% of all respondents most frequently use the Internet-enabled additional functions directly via smart TV devices. The remaining respondents use peripheral devices such as streaming boxes, streaming sticks or game consoles. In the target group of 30 to 49-year-olds, use via the smart TV is as high as 76% of respondents. Like traditional linear TV, Connected TV is a one-to-many medium. On average, 2.3 people sit together in front of the big screen. The average time spent using Internet functions via the TV set has increased by 30 minutes to 2.5 hours compared to the previous year.

What content is being consumed?

The use of HbbTV/RedButton content remains stable at a high level (62%). Usage of apps and VOD functions increased by an average of 8% year-on-year: 87% use these, 62% even regularly. The young target group in particular stands out here: 93% of 16- to 29-year-olds use apps/VOD, 73% regularly. Streaming/VOD apps (84%) are used particularly frequently, followed by TV apps (46%), music apps (27%) and sports apps (23%). Easy access to more content and more flexible viewing options are cited by all target groups as explanations for the strong frequency.

Acceptance of advertising on the rise

Connected TV users use an average of 2.5 paid apps and 3 free apps. They spend between EUR 10 and 29 per month on these. Two-thirds of users of paid apps would accept advertising if the content were free. 42% of Connected TV users are aware of advertising in the Connected TV environment. For 50% of 30 to 49 year olds, advertising is perfectly acceptable, 55% of 30 to 69 year olds even think advertising provides useful information about products and 44% find advertising helpful.

Josef Almer, Managing Director of Goldbach Austria on the study: "Connected TV has become an integral part of our viewing habits and has established itself as an offering on a par with classic TV. As a one-to-many medium, we can reach younger target groups in particular. For us as marketers, the significant increase in acceptance of advertising and ad-financed content in the area of advanced TV is particularly pleasing. Thanks to constantly evolving technologies, Connected TV offers an exciting and above-average fast-growing advertising environment that should no longer be missing from any media plan today."

Goldbach Austria has recently built up a broad portfolio of advertising opportunities in the area of Advanced TV. This includes Addressable TV offers as well as innovative Smart TV and Connected TV products.

*The current study was expanded to include Connected TV. This means that comparability with the results of previous years is only possible to a limited extent.