The marketers Goldbach Group, Goldbach Austria (an Azerion Group company) and Goldvertise Media (formerly Goldbach Germany) conducted their DACH study on the use and distribution of connected TV (CTV) for the eighth time in January 2025. This shows that advertising on connected TV is more widely perceived and accepted compared to the previous year. The results once again underline the importance of connected TV in the media mix in order to specifically address hard-to-reach target groups such as cord cutters and heavy streamers.

At 73%, awareness of CTV is at a high level, with the older target group of 50-69-year-olds in particular gaining the most according to the latest study (+3%* compared to the previous year). CTV usage continues to be highest among households with children (69%), with the strongest growth among one-person households at +4%* compared to the previous year. Overall, 52% of all respondents (16-69-year-olds) watch CTV weekly, while more than a quarter use CTV daily (27%).

On average, 2.2 people sit together in front of the TV set. The younger 16-29 year olds spend almost 2.5 hours a day with CTV, which means they spend more time in the CTV environment than with linear TV programs.

The number of cord cutters in the DACH region, i.e. those who no longer have a conventional TV connection (cable or satellite), has also risen to 32% (predominantly in the 30-49 year-old segment). As in the previous year, households with children and households with three or more people are among the most active CTV user groups.

Further increase in advertising perception and acceptance

This year also saw a further increase in advertising perception and acceptance: Advertising awareness in the CTV environment rose to 54% in the DACH region (+3%* compared to the previous year). The highest advertising awareness is among households with children (59%) and multi-person households (56%). Among the women surveyed, the perception of advertising on CTV has increased most significantly compared to the previous year: +4%, namely from 48% in 2024 to 52% this year. In a country comparison, Germany continues to lead the field in terms of advertising perception with 58%. In Austria, advertising perception has increased significantly: by 8%* compared to the previous year and now stands at 56%.

The acceptance of advertising on CTV has also increased: 55% of CTV users (respondents who use the additional functions on a CTV) state that they find advertising on the additional functions of CTV perfectly acceptable. This corresponds to an increase of 3%* compared to 2024. The highest increase here is in Austria with +10%*.

36% of respondents remember the content of CTV advertising, 34% find out more and just under a third (32%) would buy the product. The latter represents an increase of 3%* on the previous year. In a country comparison, Austria and Switzerland both show an increase in willingness to buy of +4%* to 30%, while Germany stands at 34%. Just as interesting for advertisers: almost half of CTV users (47%) said that "advertising on CTV provides useful information about new products" and a clear 40% still said that advertising on this medium "is helpful for consumers".

Free CTV apps lead the way, acceptance of advertising increases

CTV impresses respondents with its large selection of content and high level of flexibility, as well as the opportunity to be their own program director. One in five men (18%) use sports apps on Connected TV, while linear content is particularly popular with people over 50 (53%). Entertainment dominates the use of CTV apps with 86% and is therefore far ahead of all other categories.

On average, 2.6 paid apps are used, with the young target group (16-29-year-olds) and households with children (2.9 on average) making the highest use. The average number of free apps used is 3.1, with men leading the way with 3.4 apps. A significant majority, 71% of users of paid apps, would be willing to accept advertising in order to receive content for free. This is an increase of 6%* compared to the previous year.

About the study

Goldbach has been conducting the Advanced TV Study every year since 2017. This year, 3,500 people (1,500 from Germany, 1,000 each from Austria and Switzerland) aged 16-69 across the DACH region took part in the study. They were surveyed online on the topics of "Awareness, type and use of connected TV", "Ownership of internet-enabled TV sets", "App use on internet-enabled TV sets" and "Perception and assessment of advertising in the area of additional functions on connected TV". The survey took place in January 2025.

Note*: The change compared to the previous year is shown in percentage points.