The 5th Goldbach Advanced TV Study once again proves: High acceptance of Connected TV

Goldbach conducted its Advanced TV study in the DACH region for the fifth time. The figures from last year's survey already proved that Connected TV has a high level of use. Interest is still very high, especially because of the flexible use and the wide range of offers. The current study also confirms that advertising in the Connected TV sector is accepted, effective and activating.

Connected TV has long since conquered its place in the living rooms of Germany, Austria and Switzerland. According to the Goldbach Advanced TV study conducted in January and February 2022, 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%. The figures for households with children are strikingly high: Here, 77% of the people living in the household use Connected TV. Furthermore, users spend just under 2.5 hours a day on the additional functions of the Internet-enabled TV set, which is almost on a par with the daily viewing time on linear TV at 2 hours 45 minutes. While using the additional functions, an average of 2.2 people sit in front of the TV set.

Three quarters of respondents use access via smart TV, with well over half of households doing so with a Samsung TV, followed by LG. A quarter of respondents access the Internet via peripheral devices such as streaming boxes, TV sticks or game consoles. 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 in 2022, eight percentage points more than in 2021, according to the study. Streaming apps are used most in all countries. They 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%). The variety of content, but also the flexibility in terms of time are cited as the major advantages of 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% of users notice advertising in the Connected TV environment. 52% of 30 to 49 year olds find advertising "perfectly fine", 43% of 30 to 49 year olds find advertising helpful.

Josef Almer, Managing Director of Goldbach Austria GmbH, on the current study: "Even in the fifth year, it can be said: Connected TV has become an integral part of home entertainment and is growing dynamically. Viewers are attaching ever greater importance to flexible use and the widest possible choice of program content. The task now is to continue to develop common standards of reach measurement and to ensure openness of the systems in order to ensure optimal, attractive advertising opportunities."

Goldbach Austria CCO Alexander Leitner adds, "Advanced TV offers make it possible to address a user base that can hardly or no longer be reached via traditional TV. In our view, the future of TV advertising is hybrid, interactive and full of innovative possibilities. The user interface of smart TV has become a first point of contact and a full-fledged platform for digital advertising."

Goldbach Austria markets not only online, mobile, digital outdoor advertising and linear TV, but also Advanced TV offers in the form of Addressable TV, Connected TV Spots and Smart TV Ads.